Proceedings of the 1st International Conference on Economics and Business, ICEB 2023, 2-3 August 2023, Padang, Sumatera Barat, Indonesia

Research Article

The Role of Green Technology to Identify Green Market Orientation and Green Performance: Implications for SME Open Innovation

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  • @INPROCEEDINGS{10.4108/eai.2-8-2023.2341524,
        author={Zeni  Rusmawati and Tyasha Ayu Melynda Sari and Dinur Aulia Putri Ningtyas},
        title={The Role of Green Technology to Identify Green Market Orientation and Green Performance: Implications for SME Open Innovation},
        proceedings={Proceedings of the 1st International Conference on Economics and Business, ICEB 2023, 2-3 August 2023, Padang, Sumatera Barat, Indonesia},
        publisher={EAI},
        proceedings_a={ICEB},
        year={2024},
        month={6},
        keywords={green market orientation environmental performance green economic performance green technology},
        doi={10.4108/eai.2-8-2023.2341524}
    }
    
  • Zeni Rusmawati
    Tyasha Ayu Melynda Sari
    Dinur Aulia Putri Ningtyas
    Year: 2024
    The Role of Green Technology to Identify Green Market Orientation and Green Performance: Implications for SME Open Innovation
    ICEB
    EAI
    DOI: 10.4108/eai.2-8-2023.2341524
Zeni Rusmawati1,*, Tyasha Ayu Melynda Sari1, Dinur Aulia Putri Ningtyas1
  • 1: University of Muhammadiyah Surabaya
*Contact email: zenirusmawati@um-surabaya.ac.id

Abstract

This study aims to ascertain how green technology functions as a moderating factor in the influence of green market orientation and green performance, which includes both environmental and green economic performance. This study makes use of survey data from 157 SMEs. SEM-PLS was used to examine the hypothesis testing. This study demonstrates that the beneficial effects of a green market orientation on environmental performance can be mitigated by green technology. The impact of a green market orientation on the success of the green economy can also be mitigated by green technology. Based on the research findings, SMEs can enhance their cost efficiency by implementing green technology more extensively, which can decrease environmental effects and boost productivity. Applying sustainability principles is necessary for SMEs with a green market orientation to enhance their environmental performance.