GREEN PRODUCT DIFFERENTIATION AND GREEN PRODUCT LAUNCH SUCCESS DOES IMPACT ON GREEN PRODUCT INNOVATION PERFORMANCE ?
Abstract
This study aim is to investigate and
evidence empirically analyze the mediating role of
green product launch success on green product
innovation performance on SMEs industry. This study
was collected with 200 managers or owner of SMEs of
handmade batik in Yogyakarta, Indonesia. The unit
analysis of this research is the batik industry manager
both in small and medium scale in Yogyakarta. The
sampling technique used through purposive sampling
technique. The result of this study shows that green
product differentiation has a significant positive effect
on green product launch success and green product
innovation performance. Furthermore, the green
product launch success has a mediating effect on
green product innovation performance.