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Abstract Many companies with an agro-industry base have not implemented a green strategy in their business, so it impacts strategic consensus, product innovation, and company performance. Barriers to implementing a green vision and strategy occur because many top management teams have not yet reached a green consensus in their business. The green strategy consensus is when all levels of management, from top to bottom, agree and commit to putting in place a work culture, business model, and eco-friendly product innovation. This study aims to determine the effect of the green strategy consensus on eco-friendly product innovation and the performance of food agro-industry companies in Indonesia. We distributed 100 questionnaires through LinkedIn to the top management team at food agro-industry companies in Indonesia, with the result that 50 people returned the questionnaire. Data analysis used partial least squares on three variables and 15 indicators. The results showed that the green consensus positively affected environmentally friendly product innovation. The green consensus also positively affects the performance of food agro-industry companies in Indonesia. Eco-innovation has a positive effect on company performance. Finally, the green consensus significantly affects company performance through eco-innovation.
Suswadi et al. (Tue,) studied this question.
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