Tech-Driven Sustainability: The Interplay of Innovation, Environmental Orientation, and Digital Marketing in Culinary SMEs
Description
Tech-Driven Sustainability: The Interplay of Innovation, Environmental Orientation, and Digital Marketing in Culinary SMEs The research objects focus on the following construct: 1. Digital Marketing Training 2. Environmental Orientation 3. Technological Innovation Adoption 4. Sustainable Business Performance This study investigates the effect of technological innovation adoption on sustainable business performance (SBP) among culinary small and medium enterprises (SMEs), with environmental orientation as a mediating variable and digital marketing training as a moderator. Grounded in the innovation-performance framework, this study surveyed 206 SME actors in culinary sector in West Java, Indonesia and analyzed the data using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that technological innovation adoption positively influences both environmental orientation and SBP. Environmental orientation significantly mediates the relationship between innovation and SBP, highlighting the critical role of eco-conscious strategies in amplifying the benefits of innovation. Furthermore, digital marketing training strengthens the positive effect of environmental orientation on SBP, though its moderating role between innovation and environmental orientation is weaker. These findings underscore the importance of aligning technological advancement with strategic environmental values and digital capabilities to enhance sustainability outcomes. The study contributes to the literature by integrating innovation adoption, green environmental orientation, and digital readiness into a unified model of SME sustainability. Practically, the study calls for greater investment in digital literacy and environmental awareness among SME managers, supported by targeted government programs. The Ministry of Communication and Informatics (Kominfo) is encouraged to design adaptive, sector-specific training initiatives to build strategic capabilities. Future research should consider longitudinal and mixed-method designs to capture deeper insights into innovation dynamics across SME contexts.