Green-Innovation Value Creation Perspective in Improving Marketing Performance in Palm Oil Plantation Industry

The Green-marketing concept integrates marketing management by saving the environment, which includes reforestation, ecological, and sustainable design and development processes. Therefore, the purpose of implementing green-marketing is to continuously improve the company's performance by complying with environmental regulations. In the progression of the oil palm plantation industry, which is ignoring the appropriate protocols, exclusively for eco- friendly aspects, so that Indonesian CPO products often rejected by consumers. The objective of this research was to determine the factors that influence green-marketing in the oil palm plantation industry. This study used several variables, including green-marketing, positional advantage, green-innovational value creation and marketing performance. This study also added green-innovational value creation to mediate the relationship with green-marketing and marketing performance. The sample in this study was 125 company leaders consisting of Director of Operations, Production Manager and Certification Leaders from 52 companies that have been certified ISO/ISPO. This research was using descriptive analysis and SEM (Structural Equation Model) analysis. This research's results showed that green-marketing gives a substantial effect on increasing marketing performance. Green-marketing has an upright and significant impact on positional advantage. Green-marketing has an upright and substantial effect on increasing green-innovational value creation. Positional advantage has an upright effect on increasing marketing performance. Green-innovational value creation has an upright and substantial impact on marketing performance. In addition, green-innovation value creation mediates the relationship between eco-friendly marketing and increased marketing performance of the Oil Palm Plantation Industry.