Sustainable Technology Adoption and Green Competitive Advantage: an Empirical Study of Msmes In Indonesia

Objective: Micro, Small and Medium Enterprises (MSMEs) have an important role in Indonesia's economic growth. MSMEs in the creative industry have grown and have played an important role in Indonesia's economy and the achievement of sustainable development goals (SDGs). This article examines the performance of MSMEs (MPR) in the creative industry by analyzing the influence of sustainable technology adoption (STA), accounting and financial resources (AFR), and green competitive advantage (GCA). Theoretical Framework: This article examines the performance of creative industry MSMEs in Indonesia using the Natural Resource Based View (NRBV) framework. Method: The research in this article was conducted with a sample of creative industry owners or managers in the provinces of Central Java, West Java, and Yogyakarta. This article is a quantitative survey-based research. A total of two hundred and ninety-four people participated in this study. Results and Discussion: The data analysis results indicate that STA and AFR have an impact on the GCA. The MPRs driven by AFR and GCA. However, this article did not find any influence of STA on MPR. Research Implications: According to the study's findings, MPR may increase when MSMEs are able to locate GTA. As a result, MSMEs must innovate while maintaining an emphasis on sound environmental management through the use of sustainable technologies and prudent financial management. Originality/Value: This study contributes to the literature by testing GTA and MPR within the NRBV framework. The relevance and value of this research are evidenced by the contribution of research results to improving the performance of MSMEs.