Fostering Green Innovation and Environmental Consciousness: A Pathway to Competitive Advantage in the Green Economy.
Fahrul Riza,
Dewi Sumarti
Abstract:This research aims to identify the preceding factors for achieving green competitive advantage, as traditional marketing might not be adequate to cater to this aspect. Therefore, the analysis explores the correlation between the theory of reasoned action and green marketing and how the blending of these concepts affects eco-friendly innovation and, subsequently, green competitive advantage. A quantitative approach was employed to conduct this investigation, using questionnaires gathered through direct visits t… Show more
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