THE MEDIATING EFFECT OF GREEN INNOVATION ON THE RELATIONSHIP BETWEEN GREEN ENTREPRENEURIAL ORIENTATION AND COMPETITIVE ADVANTAGE OF MSMES SUSTAINABLE FASHION IN SEMARANG INDONESIA

Abstract

The Resource Based View states that a business must have a competitive advantage in competing with other businesses. The aim of this study is to determine the effect of green entrepreneurial orientation on competitive advantage with the intervening variable green innovation of sustainable fashion MSMEs in Semarang. The number of respondents was 30 MSMEs. PLS-SEM was used to test the hypotheses. The results found that green entrepreneurial orientation has a significant effect on green innovation and competitive advantage, the study found that green innovation does not mediate the relationship between green entrepreneurial orientation and competitive advantage.