GREEN COMPETITIVE ADVANTAGE: THE INFLUENCE OF ENVIRONMENTAL AWARENESS AND HUMAN RESOURCES ON SMES
Abstract
Business actors pay a lot of attention to the implementation of green business, in line with the issue of global warming that has an impact on nature and the increasing consumer decision to make purchases with consideration for environmentally friendly products. This study uses a sample of SMEs located in Jambi City. Data analysis using Structural Equation Model-PLS. The result is that Awareness of the Environment greatly affects the increase of knowledge about the green environment, Knowledge about the green environment will affect the management of human resources who have knowledge of the green environment, and does not have a direct influence on the competitive advantage of a business, but the Management of Human Resources who have green environmental insight is able to become an intermediate variable that strengthens the awareness of the green environment affects Competitive Advantage.
Moraref