THE IMPACT OF GREEN INNOVATION AND ENTREPRENEURIAL ORIENTATION ON BUSINESS PERFORMANCE IN THE HERBAL MEDICINE INDUSTRY

Abstract

The herbal medicine industry has experienced significant growth due to increasing consumer awareness of natural and sustainable health products. However, many businesses in this sector have yet to fully adopt Green Innovation and Entrepreneurial Orientation to improve their business performance. This study aims to analyze the impact of these two factors on business performance in the herbal medicine industry. This research utilizes a quantitative approach with multiple regression analysis to investigate the influence of Green Innovation and Entrepreneurial Orientation on Business Performance. To gather empirical data, a cross-sectional survey was conducted among businesses operating in the herbal medicine industry. Data were collected through a cross-sectional survey of businesses in the herbal medicine sector, including small and medium enterprises (SMEs), herbal product manufacturers, and retailers. These findings highlight the importance of integrating sustainable innovation and an entrepreneurial mindset to enhance business competitiveness in the herbal medicine sector. Businesses should focus on adopting eco-friendly practices and proactive entrepreneurial strategies to ensure long-term success