Analysis of the Role of Environmentally Friendly Product Innovation and Green Marketing in Increasing the Competitiveness of the Textile Industry
DOI:
https://doi.org/10.58812/sdi.v1i01.1462Keywords:
Environmentally Friendly Product Innovation, Green Marketing, Competitiveness, Textile Industry, SustainabilityAbstract
This study examines the impact of environmentally friendly product innovation and green marketing on the competitiveness of the textile industry. Using a quantitative approach, data were collected from 70 respondents representing key stakeholders in the textile sector. A structured questionnaire employing a Likert scale (1–5) was used to measure the variables, and SPSS version 26 was utilized for data analysis. The results reveal that both environmentally friendly product innovation and green marketing have significant positive effects on competitiveness, with a combined explanatory power of 68%. Environmentally friendly product innovation drives efficiency and differentiation, while green marketing enhances brand loyalty and consumer trust. The findings emphasize the synergistic potential of these strategies in achieving sustainable competitive advantages. This study provides actionable insights for textile companies to integrate sustainability into their core strategies and align with evolving market demands.
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