THE EFFECT OF GREEN MARKETING MIX ON BUSINESS PERFORMANCE OF MSMES IN THE FOOD & BEVERAGE SECTORS IN DAERAH ISTIMEWA YOGYAKARTA WITH GREEN AWARENESS AS A MODERATING VARIABLE

Abstract

This study investigates the impact of the green marketing mix on business performance, with green awareness serving as a moderating variable. A quantitative research design was employed, surveying 116 micro, small, and medium enterprises (MSMEs) in the food and beverage sector in Daerah Istimewa Yogyakarta, Indonesia. Data were collected using a snowball sampling technique and analyzed through multiple regression and moderated regression analyses using SPSS 27. The results reveal that green products, green place, and green price have a positive and significant influence on business performance. Conversely, green promotion was found to have no significant impact. Collectively, the green marketing mix exerts a positive influence on overall business performance. Furthermore, green awareness strengthens the relationship between the green marketing mix and business performance, indicating that higher levels of environmental awareness enhance the effectiveness of green marketing strategies. This study contributes to the green marketing literature by providing empirical evidence on the moderating role of green awareness within the MSME context. Practically, the findings suggest that MSMEs can improve performance by integrating environmentally responsible practices into their marketing strategies while fostering green awareness among both business owners and consumers.