<![CDATA[In an increasingly competitive market, firms must continuously adapt to environmental and technological changes. This study aims to examine the effects of green marketing, market sensing capability, and IT-based innovation capability on competitive advantage and marketing performance. The research employs a quantitative approach using Structural Equation Modeling (SEM) with AMOS. Data were collected through questionnaires and analyzed to assess the proposed relationships among the research constructs. The results indicate that market sensing capability has a positive and significant effect on competitive advantage, with an estimated coefficient of 0.333 and p < 0.001. Green marketing also has a positive and significant effect on competitive advantage (β = 0.273; p < 0.001), while IT-based innovation capability significantly influences competitive advantage (β = 0.303; p < 0.001). Furthermore, competitive advantage significantly affects marketing performance (β = 0.268; p = 0.039). Green marketing (β = 0.325; p < 0.001), IT-based innovation capability (β = 0.239; p < 0.001), and market sensing capability (β = 0.265; p < 0.001) also have significant positive effects on marketing performance. The findings demonstrate that integrating environmental marketing, market intelligence, and technology-based innovation is essential for strengthening competitive advantage and improving marketing performance.]]>
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