Green Marketing Strategy for Gaining Sustainable Competitive Advantage in Industry 4.0: Evidence from the Energy Sector
インダストリー4.0における持続可能な競争優位性のためのグリーンマーケティング戦略：エネルギーセクターからの証拠 (AI 翻訳)
Ezrawati Nunut Nababan, Yodi Ibrahim, Judith Tagal Gallena Sinaga, Harman Malau
🤖 gxceed AI 要約
日本語
本研究は、インドネシアのエネルギーセクター企業を対象に、グリーンマーケティング志向、グリーンイノベーション、デジタルマーケティングが持続可能な競争優位性に与える影響をSEM-PLSで分析。結果、グリーンイノベーションとデジタルマーケティングが競争優位性に有意な効果を持つ一方、グリーンマーケティング志向の直接効果は非有意。脱炭素時代の戦略的経営への示唆を提供。
English
This study examines the influence of Green Marketing Orientation, Green Innovation, and Digital Marketing on Sustainable Competitive Advantage in Indonesian energy sector companies using SEM-PLS on 50 respondents. Findings show that Green Innovation and Digital Marketing significantly enhance competitive advantage, while Green Marketing Orientation's direct effect is not significant. The study provides implications for strategic management in the decarbonization era.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
日本のエネルギー企業においても、グリーンマーケティングとデジタルマーケティングの統合は競争力強化につながる可能性がある。ただし、インドネシアの事例であり、日本の制度や市場特性への適用には注意が必要。SSBJや有報における非財務情報開示との関連は直接的ではないが、グリーンイノベーションの促進要因として参考になる。
In the global GX context
For the global GX context, this paper adds evidence from an emerging economy on how green marketing and digital transformation can drive sustainable competitive advantage in the energy sector. It complements existing literature focused on developed markets, though its small sample size and single-country focus limit generalizability. The findings underscore the role of digital marketing as a key enabler of green competitive advantage.
👥 読者別の含意
🔬研究者:Provides insights on the intersection of green marketing, innovation, and digital capabilities in the energy sector, contributing to RBV and dynamic capabilities literature.
🏢実務担当者:Energy companies can leverage digital marketing and green innovation as strategic tools for competitive advantage, but direct green marketing orientation may need channeling through innovation.
🏛政策担当者:Policymakers in emerging economies can use these findings to design incentives for digital transformation and green innovation in the energy sector.
📄 Abstract（原文）
This research is driven by global pressures on sustainability and the urgent need for clean energy transitions in the industrial sector, particularly in energy, during the Industry 4.0 era. Digital transformation and green marketing strategies are vital to improving operational efficiency, fostering environmentally friendly innovations, and building sustainable competitive advantage. This study aims to examine the influence of Green Marketing Orientation, Green Innovation, and Digital Marketing on Sustainable Competitive Advantage in energy sector companies in Indonesia within the decarbonization context. A quantitative approach was applied using a survey method and Structural Equation Modeling–Partial Least Squares (SEM-PLS) analysis on 50 managerial respondents from companies with environmental policies, decarbonization initiatives, and digital marketing platforms. Findings show that Green Marketing Orientation significantly and positively affects Green Innovation, Green Innovation significantly enhances Sustainable Competitive Advantage, and Digital Marketing has the strongest effect on competitive advantage, whereas the direct influence of Green Marketing on competitive advantage is not significant. The study concludes that integrating green strategy, innovation, and digital capabilities is essential to achieving sustainable competitive advantage, offering theoretical contributions to Resource-Based View and dynamic capabilities frameworks and practical implications for strategic corporate management in the decarbonization era.
🔗 Provenance — このレコードを発見したソース
- semanticscholar https://doi.org/10.61987/jemr.v5i3.2147first seen 2026-06-26 05:44:02
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