Sugandini, Dyah (2020) PENILAIAN REVIEWER 2 GREEN SUPPLY CHAIN MANAGEMENT AND GREEN MARKETING STRATEGY ON GREEN PURCHASE INTENTION: SMES CASES. Journal of Industrial Engineering and Management. (Unpublished)
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Abstract
Purpose: This study aims to analyze green supply chain management (GSCM) and green marketing
strategies (GMS) to green purchasing intentions (GPI). This study conducts on craft SMEs in the Special
Region of Yogyakarta, Indonesia.
Design/methodology/approach: This study uses primary data which is obtained through
questionnaires. The unit of analysis in this study is organizations and individuals. The sampling technique
is purposive sampling, with the criteria of SMEs that conduct environmentally friendly production
processes and consumers who have ever bought green products. Data analysis uses structural equation
modeling.
Findings: The results of the data analysis show that there is an influence of green supply chain
management on green marketing strategy, and there is an influence of green marketing strategy on green
purchase intention.
Research limitations/implications: This study is limited by relatively small sample size. The sample is
only environmentally oriented SMEs. Large companies that are also environmentally friendly have not
been included as samples in this study, so the results of this study only generalized to SMEs. Future
research should accommodate these two types of companies, namely SMEs and companies, so that it can
be easier to generalize the findings and allow different tests of GSCM to be applied to SMEs and large
companies. This study only analyzed GSCM from two dimensions, namely GP and GCC. Other variables
that can be used to explain GSCM are internal environmental, green information systems, eco-design and
packaging.
Practical implications: GSCM can be started with conducts the right GP and always coordinating with
consumers which related to green products. GP (green purchasing) and GCC (green consumer
cooperation) as GSCM elements have a strong association in predicting the success of a green marketing
strategy. It is expected that SMEs should pay attention to the raw material purchase, so that the problem of
environmentally friendly raw materials can be truly obtained to enter the production process and produce
environmentally friendly products.
Originality/value: This study analyzes the relationship between GSCM practices and organizational
performance in the green marketing and business strategiescontext, where there is still a scarcity of studies
in this context. Besides that, there is an increase in awareness of green operations and green marketing in Asia, but the relevant studies in Asian countries have not been conducted much, especially in Southeast
Asia. The result of this study proves that the GSCM model can increase value along the supply chain by
emphasizing green supply chain management and green marketing
| Item Type: | Other |
|---|---|
| Subjek: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Dr.SE.MSi Dyah Sugandini |
| Date Deposited: | 24 Jul 2020 08:51 |
| Last Modified: | 24 Jul 2020 08:51 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/23007 |
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