<![CDATA[The increasing environmental challenges in the cosmetics industry have encouraged businesses to adopt sustainable strategies through environmental responsibility and innovation-based approaches. This study aims to analyze the contribution of environmental awareness and green innovation to business sustainability in the cosmetics industry in West Java. This research employed a quantitative approach using a survey method involving 155 respondents from cosmetics businesses in West Java. Data were collected through questionnaires measured using a five-point Likert scale and analyzed using SPSS version 25. The data analysis techniques included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The results indicate that environmental awareness has a positive and significant effect on business sustainability, demonstrating that companies with stronger environmental commitment tend to achieve better long-term business performance. Furthermore, green innovation also has a positive and significant effect on business sustainability, with a stronger contribution compared to environmental awareness through the implementation of environmentally friendly products, sustainable packaging, and efficient production processes. The simultaneous test confirms that environmental awareness and green innovation significantly influence business sustainability, explaining 50.1% of the variation in sustainable business performance. This study highlights that integrating environmental consciousness and green innovation strategies is essential for cosmetics businesses to achieve sustainable competitiveness and long-term organizational resilience in West Java.]]>
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