Pengaruh Green Marketing terhadap Business Sustainability UMKM Kuliner dengan Green Innovation sebagai Variabel Mediasi

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) sektor kuliner di Indonesia mengalami pertumbuhan pesat, namun juga menghasilkan permasalahan sampah. Masyarakat kian lebih peduli terhadap isu keberlanjutan dalam kegiatan pembelian. Sehingga penting bagi UMKM kuliner untuk mengadaptasi green marketing. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing terhadap business sustainability yang dimediasi oleh green innovation pada UMKM kuliner di Indonesia. Data diperoleh melalui penyebaran kuesioner secara daring kepada 150 responden UMKM kuliner di Indonesia yang memenuhi kriteria. Analisis data dilakukan menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa green marketing berpengaruh positif dan signifikan terhadap business sustainability, baik secara langsung maupun melalui green innovation. Sehingga UMKM kuliner perlu melakukan penguatan strategi green marketing yang berfokus pada membangun citra positif dan ramah lingkungan di masyarakat, dengan mengintegrasikan green innovation sebagai langkah pendukung, sehingga menghasilkan peluang besar untuk mencapai keberlanjutan bisnis jangka panjang.

Micro, Small, and Medium Enterprises (MSMEs) in Indonesia’s culinary sector are experiencing rapid growth, but this growth has also led to waste management issues. Consumers are becoming increasingly concerned about sustainability in their purchasing decisions. Therefore, it is important for food and beverage MSMEs to adopt green marketing strategies. This study aims to analyze the effect of green marketing on business sustainability, mediated by green innovation, among culinary MSMEs in Indonesia. Data were collected through an online questionnaire distributed to 150 eligible culinary MSME respondents in Indonesia. Data analysis was conducted using SEM-PLS). The research findings indicate that green marketing has a positive and significant impact on business sustainability, both directly and through green innovation. Therefore, culinary MSMEs need to strengthen their green marketing strategies by focusing on building a positive and environmentally friendly image in the community, while integrating green innovation as a supporting measure, thereby creating significant opportunities to achieve long-term business sustainability.