Environmental Awareness, Green Attitude, and Strategy as Drivers of SME Sustainability Hadi Ismanto, Silviana Pebruary, Aida Nahar, Purwo Adi Wibowo, Eva Harmelia Valentin
Universitas Islam Nahdlatul Ulama Jepara
Abstract
This study examines the influence of environmental awareness, green attitude, and green strategy on the sustainability of small and medium enterprises (SMEs) in Central Java, Indonesia. Sampling was conducted using purposive sampling techniques, where SMEs were sampled, which had been established for over 3 years. Using data from 473 SMEs, This study uses ordinary least square regression to examine the main factors influencing SME sustainability. The results show that environmental awareness significantly improves SME sustainability, Green attitude also shows a positive impact. The green strategy shows a positive impact but is not statistically significant, indicating potential for further development in strategic implementation. This study highlights the importance of adopting environmental awareness and attitudes towards sustainability in SMEs. It provides insights for policymakers to promote a green business culture in the SME sector in Indonesia.
Keywords: Green strategy, green attitude, environmental awareness, sustainability, SME
