<![CDATA[The demand to integrate environmental sustainability and business performance enhancement has become a strategic challenge for Micro, Small, and Medium Enterprises (MSMEs) in river basin areas. This study aims to analyze the effect of Green Marketing and Green Human Resource Management (GHRM) on the Financial Performance of MSMEs in Banjarmasin City, with Operational Efficiency positioned as a mediating variable. A mixed-methods approach with an explanatory sequential design was employed. The quantitative stage involved a structured questionnaire survey of MSME owners/managers, analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS. The qualitative stage was followed through in-depth interviews, observations, and documentation, analyzed using thematic descriptive analysis. Structural testing results indicate that Green Marketing (? = 0.289) and GHRM (? = 0.496) have a significant positive effect on Operational Efficiency, and contribute directly to Financial Performance by 0.496 and 0.381, respectively. Operational Efficiency is also proven to significantly mediate the increase in Financial Performance (ß = 0.226). The coefficient of determination indicates that the combined variables explain 53.3% of the variance in Operational Efficiency (R2 = 0.533) and 75.7% of the variance in Financial Performance (R2 = 0.757). Qualitative findings reinforce that the synergistic adoption of eco-friendly packaging, production energy efficiency, and green work culture successfully reduces material waste and enhances market competitiveness. This study concludes that implementing green business practices is not merely environmental compliance, but a strategic investment proven to sustainably improve MSME financial performance.]]>
