(Universitas Mercu Buana Yogyakarta, Indonesia)(2) Audita Nuvriasari
(Universitas Mercu Buana Yogyakarta, Indonesia)*corresponding author
AbstractPenelitian ini bertujuan untuk menganalisis pengaruh orientasi kewirausahaan hijau, kesadaran lingkungan, dan dukungan organisasional terhadap pengadopsian inovasi hijau pada Usaha Mikro, Kecil, dan Menengah (UMKM) di Daerah Istimewa Yogyakarta. Latar belakang penelitian didasarkan pada pentingnya isu lingkungan dalam dunia bisnis modern, khususnya bagi UMKM yang dituntut untuk menerapkan praktik ramah lingkungan sebagai strategi keberlanjutan. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner kepada pelaku UMKM. Hasil penelitian menunjukkan bahwa orientasi kewirausahaan hijau, kesadaran lingkungan, dan dukungan organisasional secara signifikan berpengaruh positif terhadap pengadopsian inovasi hijau pada UMKM. Temuan ini menegaskan bahwa ketiga faktor tersebut sangat penting dalam mendorong UMKM untuk berinovasi secara berkelanjutan, meningkatkan daya saing, dan berkontribusi pada pelestarian lingkungan. Penelitian ini memberikan implikasi praktis bagi pelaku usaha, pembuat kebijakan, dan akademisi dalam upaya menciptakan ekosistem bisnis yang lebih berkelanjutan. KeywordsOrientasi Kewirausahaan Hijau, Kesadaran Lingkungan, Dukungan Organisasional, Pengadopsian Inovasi Hijau, UMKM
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DOIhttps://doi.org/10.57235/aurelia.v4i2.6690 |
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