The Effect of Green Marketing on Marketing Performance Through Innovation in Food and Beverage Businesses at Duta Mall Palangka Raya
DOI:
https://doi.org/10.55927/5ez27z73Keywords:
Green Marketing, Innovation, Marketing Performance, Food and Beverage, PLS-SEMAbstract
This article examines the effect of green marketing on marketing performance through innovation among food and beverage businesses at Duta Mall Palangka Raya. The study uses a quantitative associative approach with a survey of 50 food and beverage business actors. Data were collected using a five-point Likert questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Green marketing is conceptualized through green product, green price, green place, green promotion, and environmental orientation. Innovation is positioned as a mediating variable and is reflected by product innovation, process innovation, service innovation, and marketing innovation. Marketing performance is measured through sales growth, customer growth, market share, profitability, and brand visibility. The reconstructed analytical results show that green marketing has a positive and significant effect on innovation and marketing performance. Innovation also has a positive and significant effect on marketing performance and significantly mediates the relationship between green marketing and marketing performance. These findings suggest that environmentally oriented marketing practices can strengthen the competitiveness of food and beverage businesses when they are translated into practical innovation in menus, packaging, service processes, and digital promotion
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Copyright (c) 2026 Noorjaya Nahan, Muhamad Ruzaini Abdi (Author)
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