Green Marketing Mix, Green Supply Chain Management dan Green Innovation terhadap Sustainability Performance Kosmetik Natural

Abstract

Industri kosmetik natural di Indonesia terus berkembang, namun Sustainability Performance masih menjadi tantangan akibat praktik pemasaran, rantai pasok, dan inovasi yang belum sepenuhnya ramah lingkungan. Penelitian ini menganalisis pengaruh Green Marketing Mix, green supply chain management, dan Green Innovation terhadap Sustainability Performance dengan Green Innovation sebagai variabel mediasi. Sebanyak 99 perusahaan kosmetik natural menjadi responden melalui metode snowball sampling. Data dikumpulkan menggunakan kuesioner skala Likert dan dianalisis dengan SEM-PLS. Hasil menunjukkan ketiga variabel berpengaruh positif signifikan terhadap Sustainability Performance, dengan Green Marketing Mix sebagai faktor dominan. Selain itu, Green Innovation memediasi hubungan Green Marketing Mix dan green supply chain management terhadap Sustainability Performance. Penelitian ini memperluas literatur praktik hijau serta memberikan rekomendasi strategi berkelanjutan berbasis PDCA bagi industri kosmetik natural.

The natural cosmetic industry in Indonesia continues to grow, yet sustainability performance remains a challenge due to marketing, supply chain, and innovation practices that are not fully environmentally friendly. This study examines the effect of green marketing mix, green supply chain management, and green innovation on sustainability performance, with green innovation as a mediating variable. A total of 99 natural cosmetic companies participated as respondents through the snowball sampling method. Data were collected using a Likert scale questionnaire and analyzed with SEM-PLS. The results show that all three variables have a positive and significant effect on sustainability performance, with the green marketing mix being the dominant factor. In addition, green innovation mediates the relationship between green marketing mix and green supply chain management on sustainability performance. This study expands the literature on green practices and provides practical recommendations for sustainable strategies using the PDCA framework in the natural cosmetic industry.