Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022)

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

Authors
Abd.Rahman Kadir1, *, Muh. Asdar1, Syamsu Alam1, Maat Pono1
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: rahmankadir90@yahoo.com
Corresponding Author
Abd.Rahman Kadir
Available Online 29 May 2023.
DOI
10.2991/978-94-6463-146-3_72How to use a DOI?
Keywords
Green marketing; Marketing performance; SMEs
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 May 2023
ISBN
10.2991/978-94-6463-146-3_72
ISSN
2352-5428
DOI
10.2991/978-94-6463-146-3_72How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Abd.Rahman Kadir
AU  - Muh. Asdar
AU  - Syamsu Alam
AU  - Maat Pono
PY  - 2023
DA  - 2023/05/29
TI  - Analysis of Green Marketing and Performance of Environmentally Friendly Based SMEs in South Sulawesi
BT  - Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022)
PB  - Atlantis Press
SP  - 765
EP  - 769
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-146-3_72
DO  - 10.2991/978-94-6463-146-3_72
ID  - Kadir2023
ER  -