Exploring the Drivers of Creative MSMEs' Green Competitive Advantage in Indonesia: A Natural Resource-Based View Perspective

This study examines the factors influencing the green competitive advantage of creative micro, small, and medium enterprises (MSMEs) in Indonesia through the lens of the natural resource-based view (NRBV).Drawing on survey data from 438 MSMEs in three provinces, the study investigates the role of business analytics, environmental orientation, green intellectual capital, green innovation, and green supply chain management in driving green competitive advantage.The data were analyzed using partial least squares structural equation modeling (PLS-SEM).The results reveal that business analytics, environmental orientation, green innovation, and green supply chain management have significant positive effects on green competitive advantage, while green intellectual capital indirectly influences green competitive advantage through its effects on green innovation and green supply chain management.The study contributes to the NRBV literature by providing empirical evidence on the key drivers of green competitive advantage in the context of creative MSMEs in a developing country.Practical implications for MSMEs and policymakers are discussed, along with limitations and future research directions.