Implications of Enviropreneurial Orientation For Garments Brands In Indonesia: Can Suitability Be Achieved Through Green Marketing, Ecolabeling And Green Washing Strategies?

Abstract

In the current era, the global green trends are creating new opportunities and challenges in front of the entrepreneurs worldwide with customers now willing to pay extra for green products and services and more environmentally aware. In considering this phenomenon, the current study majorly focuses on the positive influence of enviropreneurial orientation on sustainable performance's development within the garment industry in Indonesia. Three major strategies act as mediators named as green marketing mix strategy, eco-labeling strategy, and greenwashing strategy, to boost the relationship between independent and dependent variables. An online survey-based quantitative research is adopted for data collection purpose and after this, the confirmatory factor analysis (CFA) and structural equation modeling (SEM) based statistical tests are implemented for analysis. According to the results, there is a significant impact of enviropreneurial orientation on the development of sustainability performance of such garment industry due to the productive influence of eco-labeling strategy and greenwashing strategy. This paper will add value in the effective environment-oriented marketing campaigns and the operating activities based decision-making process of selected Indonesian garment companies. But lack of customer perception and deficiency of other environment affected industrial data may impact the authenticity of tested hypothesis of this paper. This gap can be overcome by the upcoming scholars.

Keywords: Enviropreneurial Orientation; Green Marketing; Eco-Labeling and Green Washing Strategies