The Impact of Green Products on Sustainability Business with Green Marketing as a Moderating Variable in Restaurant in Badung Bali

Abstract

Topics on business sustainability and environmentally friendly products and ways to introduce issues have become much in demand by various levels of society. This research aims to see the effect of green products in influencing sustainability business through green marketing, where green marketing acts as a moderating variable. This analysis method is multivariate data analysis model analysis, including factor analysis and Partial Least Square (PLS). The research object is 350 restaurants in Badung with the criteria of environmentally friendly restaurants. The results show that green marketing does not moderate green products towards sustainability business. The study was conducted during the recovery period of the COVID-19 pandemic, where these results represent the condition of the culinary business at restaurants in Badung, especially restaurants affected by the pandemic conditions.