Analysis of Green Marketing and Performance of Environmentally Friendly Based SMEs in South Sulawesi

Abd.Rahman Kadir (), Muh. Asdar, Syamsu Alam and Maat Pono
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Abd.Rahman Kadir: Hasanuddin University
Muh. Asdar: Hasanuddin University
Syamsu Alam: Hasanuddin University
Maat Pono: Hasanuddin University

A chapter in Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022), 2023, pp 765-769 from Springer

Abstract: Abstract Strategy of green marketing has an important role in improving the marketing performance of SMEs. The specific objectives of the study are to analyze the effect of green marketing on marketing performance of SMEs in South Sulawesi. The population was all SMEs registered at the Department of Cooperatives and SMEs in Makassar and Pare-Pare. The sample is SME entrepreneurs who are selected according to the research objectives and meet certain criteria (Purposive Sampling). The respondents were micro and small business actors/entrepreneurs who were selected to represent their businesses with a total of 100 people. Descriptive analysis and Structural Equation modeling (SEM) with SmartPLS tools were used to solve research problems. The results show that the implementation of green marketing on marketing performance of SMEs in South Sulawesi has a positive and significant effect. Also, research shows that promotion is most important indicator in shaping green marketing, while consistency is indicator that contributes the most to marketing performance.

Keywords: Green marketing; Marketing performance; SMEs (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-146-3_72

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DOI: 10.2991/978-94-6463-146-3_72

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