Nurul huda, Abdul Mongid

Analysis of Green Finance, Green Innovative Behavior and Digitization of Sustainable Competitive Advantage Mediated by Pro-Environmental Behavior in MSME Actors in West Nusa Tenggara Province

Introduction

Analysis of green finance, green innovative behavior and digitization of sustainable competitive advantage mediated by pro-environmental behavior in msme actors in west nusa tenggara province. Analyze how Green Finance, Green Innovation, & Digitization influence MSME sustainable competitive advantage in West Nusa Tenggara, mediated by pro-environmental behavior.

Abstract

This research aims to analyze the influence of Green Finance, Green Innovative Behavior, and Digitization on the Sustainable Competitive Advantage of MSMEs in West Nusa Tenggara Province, with Pro-Environmental Behavior as a mediating variable. This research uses a quantitative approach with an explanatory research type, involving 150 MSME actors selected through purposive sampling. Data was collected through questionnaires and analyzed using the Structural Equation Modeling (SEM) model based on Partial Least Squares (PLS). The research results show that the three independent variables directly have a significant effect on Sustainable Competitive Advantage. Apart from that, Pro-Environmental Behavior is proven to mediate the influence of Green Finance, Green Innovative Behavior, and Digitization on these advantages. These findings emphasize the importance of integrating green and digital strategies supported by environmentally friendly behavior in building sustainable competitiveness of MSMEs in the digital era.

Review

This research presents a timely and highly relevant investigation into the drivers of Sustainable Competitive Advantage for Micro, Small, and Medium Enterprises (MSMEs) within the specific context of West Nusa Tenggara Province. By exploring the direct and mediated influences of Green Finance, Green Innovative Behavior, and Digitization, with Pro-Environmental Behavior acting as a crucial mediating variable, the study aims to contribute significantly to our understanding of how MSMEs can build long-term sustainability in the evolving digital and environmental landscape. The chosen quantitative approach, utilizing Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with a purposive sample of 150 MSME actors, appears appropriate for analyzing the proposed complex relationships. The findings presented in the abstract are compelling and offer valuable insights. The study robustly demonstrates that Green Finance, Green Innovative Behavior, and Digitization all directly and significantly contribute to Sustainable Competitive Advantage. Critically, the research successfully validates the mediating role of Pro-Environmental Behavior, suggesting that these strategic inputs translate into competitive gains *through* the active adoption of environmentally friendly practices by MSME actors. This multi-faceted insight underscores the interconnectedness of financial, technological, and behavioral elements in achieving true sustainability. The emphasis on integrating green and digital strategies, supported by inherent environmentally conscious behavior, provides particularly strong practical implications for MSME owners and policymakers within the specified regional context. While the abstract clearly outlines the study's scope and key findings, a more detailed theoretical elaboration on the specific mechanisms through which Pro-Environmental Behavior mediates these relationships would further enhance its conceptual depth. For instance, explaining *why* improved green finance or digitization necessarily fosters more pro-environmental behavior before impacting competitive advantage could be elaborated in the full paper. Furthermore, while the regional focus provides specificity and contextual richness, future research could explore the generalizability of these findings across different MSME sectors or other developing regions, perhaps by considering moderating factors such as specific industry characteristics, market demands, or varying regulatory environments. The abstract lays a strong foundation, and these avenues represent promising directions for continued scholarly inquiry and practical application.

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