<![CDATA[Increasing global environmental pressures and stakeholder demands present companies with the challenge of optimizing internal resources and operational practices to achieve sustainable performance. This study examines how green marketing practices, green intellectual capital, and sustainable packaging and distribution interact to influence sustainable performance, with eco-innovation as a mediating factor among batik Micro, Small, and Medium Enterprises (MSMEs) in Yogyakarta. This study employs a quantitative approach with a cross-sectional design involving 155 MSMEs selected through purposive sampling. Data were collected via a structured questionnaire and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS version 4.0. The results indicate that green marketing practices, sustainable packaging and distribution, and eco-innovation have a significant positive relationship with sustainable performance, whereas the direct relationship of green intellectual capital is not significant. All three variables showed a positive relationship with eco-innovation, which also acted as a mediator in the relationship between the three independent variables and sustainable performance. These findings expand the application of Stakeholder Theory and the Resource-Based View by identifying differences in the patterns of direct and indirect relationships between marketing practices, intellectual resources, and operational practices and sustainable performance.]]>
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