Linking green marketing strategy with geo-cultural product attractiveness on SME's marketing performance in South Sulawesi, Indonesia

Abstract

The purpose of this study to analyze the inconsistent effect of Green Marketing Strategy on Marketing Performance. This study offers the concept of Geo-cultural Product Attractiveness to bridge the research gap between Green Marketing Strategy in improving Marketing Performance. The data is taken from the SME population in the South Sulawesi Province as much as 115. The analysis is carried out inferentially using Structural Equation Modelling to test the research model consisting of 3 (three) proposed hypotheses. The results of the study show that green marketing strategy has a negative and insignificant effect on marketing performance directly, Geo-Cultural Product Attractiveness has a direct effect on marketing performance, and Green Marketing Strategy has an indirect effect on Marketing Performance through Geo-cultural Product Attractiveness positively. Geo-cultural Product Attractiveness is a full mediating variable in the relation of product Green Marketing with marketing performance.