<![CDATA[The transformation towards a green economy requires Small, and Medium Enterprises (SMEs) to integrate sustainability practices into their business strategies. This study aims to analyze the influence of technology, creativity, and environmental factors on the three dimensions of green strategy—green entrepreneurial orientation, green innovation, and green marketing—as well as their impact on SMEs' sustainable performance. This study integrates the Resource-Based View (RBV) and Technology–Organization–Environment (TOE) approaches, with a quantitative method based on Partial Least Squares – Structural Equation Modeling (PLS-SEM). Data was obtained from 400 SME actors in six major cities in Indonesia. The results of the analysis show that technology factors have the strongest influence on all green dimensions, especially on green innovation. Green economy and green entrepreneurial orientation have proven to be the main mediators in improving the sustainable performance of SMEs, while green innovation shows a weaker influence. The study also found that the indirect influence of technology, creativity, and the environment on sustainable performance is significant through the green strategy pathway. These findings reinforce the importance of technology adoption and green entrepreneurship as the key to the transformation of SMEs towards sustainability. Practical and theoretical implications are presented to support green SME development policies and strategies in the future. Keywords: Green Marketing, SMEs, Technology, Green Entrepreneurship, Sustainable Performance]]>
Copyrights © 2025
