<![CDATA[This study aims to analyze the influence of green products and product innovation on the performance of Micro, Small, and Medium Enterprises (MSMEs) in the Food and Beverage (F&B) sector in Mataram City, West Nusa Tenggara, with competitive advantage serving as a moderating variable. The study employs a quantitative approach with an associative research design. Sampling was conducted using a purposive sampling technique, targeting owners or managers of F&B MSMEs that have been in operation for at least six months and have implemented the green product concept. Data were collected via Likert-scale questionnaires and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4. The results indicate that green products do not have a significant effect on MSME performance; thus, this relationship is not statistically supported. Conversely, product innovation has a positive and significant impact on MSME performance. Competitive advantage does not moderate the influence of either green products or product innovation on MSME performance. Consequently, product innovation is the only factor proven to have a significant impact on the performance of F&B MSMEs in Mataram City, while the influence of green products and the moderating role of competitive advantage lack statistical significance. This study underscores the importance of developing product innovations that align with consumer needs to support the enhancement of MSME performance.]]>
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