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This study aims to empirically test the influence of market orientation strategies, and value co-creation on green product innovation, and also to test the value co-creation and green product innovation on marketing performance in the context of Micro Small and Medium Enterprises (SMEs) in Yogyakarta, Indonesia. The study distributed questionnaires to 464 SMEsâ€™ entrepreneurs. By using Structural Equation Modeling (SEM) as analytical tool, the results show that market orientation, value co-creation positively affect green product innovation in the context of small and medium-sized enterprises. In addition, the results of this study also show that value co-creation, and green product innovation have a positive effect on marketing performance.

Strategic Implementation of Environmentally Friendly Innovation of Small and Medium-Sized Enterprises in Indonesia