Riset : Jurnal Aplikasi Ekonomi, Akuntansi dan Bisnis Vol. 2 No.

2, September 2020, Hal 341 - 360

RELATIONS GREEN BUSINESS INNOVATION TO KNOWLEDGE,

ENTREPRENEURIAL BUSINESS AWARENESS AND AWARENESS OF
COCONUT YOUNG (COCOS NUCIFERA LIN) AND ITS IMPACT ON
ENVIRONMENTAL SUSTAINABILITY

Bahri 1) , Ilmardani Rince Ramli 2) , Widodo Prasetyo 3)

1, 2) , 3)
Widya Mataram University

ABSTRACT
INFO ARTICLES This research was conducted to analyze the direct and indirect
relationship between green business innovation dimensions through
Relations Green the Knowledge, awareness, and concern of young coconut
Business Innovation entrepreneurs (Cocos nucifera lin). It could be done towards
Top Knowledge,
Entrepreneurial
environmental sustainability to minimize greenhouse gas emissions
Business Awareness caused by entrepreneurial activities that cause global warming. The
And Awareness Of number of samples used in this study was 60 respondents with the
Coconut Young (Cocos sampling technique using purposive sampling. The data analysis
Nucifera Lin) And Its method used was bivariate correlation analysis and path analysis (path
Impact On
Environmental
analysis). Result study found a significant positive relationship
Sustainability between green input, green process, green products, green marketing
to Knowledge, awareness, and concern. Directly green information,
Submitted: green revolution, green development, green marketing have a positive
09 – March - 2020 and significant relationship to environmental sustainability. The
Revised:
20 – May - 2020 variables of Knowledge, awareness, and concern have a positive and
Accepted: meaningful connection to ecological sustainability. From the results of
25 – September - 2020 the path analysis, the direct relationship value is greater than the
indirect cost. Green, green, green, and green marketing through the
variables of knowledge, awareness, and concern do not have an
indirect relationship to environmental sustainability.

Keywords: Green Business Innovation, Knowledge, Awareness, Concern,

Environmental Sustainability.

E - mail: [email protected] 1) , [email protected] 2) , widodoprasetyo8710 @

gmail.co m 2)

INTRODUCTION

Increased business activity (especially in Indonesia), certainly will air impacts on the
environment are getting worse. This is due to the low level of knowledge, awareness,
and concern of society towards the ground. According to Azmi (2017), the
environmental damage caused by lack of experience, the level of understanding, and
respect for the environment entrepreneurs result in damaged ecological life. Aman et al.
(2012); Rini et al. (2017) stated that environmental factors that can influence green
products' purchase intention are environmental knowledge, ecological awareness,
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Concern, Environmental Sustainability.

ecological concern, and attitudes. The existence of environmental damage minimized by

implementing green business innovation. Green business innovation always makes a
positive contribution to the environment, organization, consumer, and social community
to improve the organization's profitability (Zaraswati, Sumarwan, Vitello, 2017).
Furthermore, according to Fitriyah, Tjahjadi, & Soewarno (2020), green business
innovation is a business activity to make input into output by prioritizing balance and
synergy between economic, social, and environmental benefits. The concept of green
business innovation is initiated from defining the information raw material (green
input), processing of raw materials (green process), product or output produced (green
product), and the distribution or sale (green marketing). These are not only focused on
profit but also pay attention to their social responsibility towards society and
environmental sustainability (Utomo and Pratiwi, 2016). Ecological damage caused by
mountains of garbage can weigh on the earth and cover the earth's surface (Rahmawati,
2018). Yogyakarta City was chosen as the research site because the waste produced in
Yogyakarta is the most massive waste disposed of in landfills. Yogyakarta delivers 900
grams of trash per day to make waste transported to the final disposal (landfill) in 270
tons per- day. From these areas, one of the waste-producing sites, mostly young coconut
waste, is Umbulharjo District. In Subdistrict Umbulharjo, the total number of garbage is
enormous. Due to this area is not supported by depot garbage availability, every site is
due to government constraints to increase the number of polling garbage because the
limited land empty and not all citizens willing to be built TPS trash around the
neighborhood for causing a stink. With the limited TPS causing accumulation of waste.
These also can be seen in the Semaki Depot at Kemuning, Umbulharjo, Yogyakarta,
which experienced piles, mostly when the Piyungan TPA was closed.

Figure 1. Garbage depot in Umbulharjo District

Government efforts Umbulharjo, Yogyakarta to overcome the accumulation of garbage

to execute trash problem, in collaboration with the Department of Environment (DLH)
Yogyakarta to sweep, pile up and dispose of waste to landfill Piyungan. A prohibited
littering banner is installed, as seen on Lowanu, Sorosutan Village, Umbulharjo District.
However, the local community still littered illegally.

Figure 2. Environmental Dina s Officer's Transporting Garbage

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Of these areas, only one producing room for young coconut waste is Umbulharjo
District, Yogyakarta. D ith the limitations of the polling stations and the inability of
young coconut entrepreneurs to manage garbage, then the perpetrators of attempts to let
garbage pile up just like that showed in the image below :

Figure 3. Young Coconut Garbage Stacking

Coconut (Cocos Nucifera) is an agricultural product that has high economic value.
However, coconuts can also be a source of problems where the waste from the coconut
processing process pollutes the Environment and disturbs the view due to being ignored
by traders. The lignin content in young coconut shells makes it not easy to decompose
on the ground and has high water content. Young coconut waste piling might cause an
odor, which stimulates mosquito breeding. Waste is disposed of and piled up. After
drying, the waste is burned. However, in the combustion process, black smoke is also
produced, which is harmful to health.

Formulation of the problem

Based on the discussion above, the problem formulations in this study are:
1. Is there a connection between green business innovation, green input, green
process, green products, and green marketing on the level of knowledge, level of
awareness, and concern for young coconut entrepreneurs (Cocos Nucifera lin) in
Umbulharjo District, Yogyakarta?
2. Is there a relationship between knowledge, awareness, and concern of young
coconut entrepreneurs (Cocos nucifera lin) on environmental sustainability in
Umbulharjo District, Yogyakarta?
3. Is there a direct and indirect relationship with the dimensions of green business
innovation? Which consists of green input, green process, green products, and
green marketing towards environmental sustainability in Umbulharjo District &
Yogyakarta through knowledge, awareness, and concern for young coconut
entrepreneurs (Cocos nucifera lin)?

Research Objectives
The objectives of this research are:
1. To determine whether there is a relationship between green business innovation
dimensions, which consists of green input, green process, green products, and
green marketing on the level of knowledge, awareness, and concern of young
coconut entrepreneurs (Cocos nucifera lin).
2. This research is to determine whether there is a relationship between knowledge,
awareness, and concern of entrepreneurs (Cocos nucifera lin) on environmental
sustainability in Umbulharjo District, Yogyakarta.

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3. The direct and indirect relationship between green business innovation

dimensions consists of green input, green process, green products, and green
marketing towards environmental sustainability in Umbulharjo District.
4. It is hoped that as input to the Umbulharjo Subdistrict government, Yogyakarta,
it is necessary to handle young coconut and other waste that is very disturbing to
the environment.

LITERATURE REVIEW

Green Business Innovation

In operations, business actors are required to apply the concept of green business
innovation, which is expected to produce environmentally friendly products. By using
the idea of green business innovations, business actors can participate in preserving the
environment for a better future. Green business is a profit-oriented business concept
with a vision of protecting the environment in its business activities (Wijayanto, 2017).
Aulia and Agustina (2015) stated that green business or green business is a business
activity that does not negatively impact the global environment, local communities, and
environmental responsibility.

Green Input
Green input is in making products using environmentally friendly raw materials or
conserving energy and resources. Its application can have several positive impacts,
including reducing waste, minimizing the use of chemicals, and saving energy. Utomo's
research results, Pratiwi (2016), that green input influences MSME players'
performance in Tarakan.

Green Process
The green process is a method used to produce goods using tools or technology. The
green process might limit pollution or benefit the environment without endangering
society. Furthermore, in Utomo's research results, Pratiwi (2016) also proves that the
application of green business processes can improve actors' performance. Meanwhile,
Fitriani's research results (2017) that green process innovation influences the product's
competitive advantage. Also, the increase of green process innovation can increase the
competitive advantage of batik products.

Green Products
Green products result from company operations that produce products and services
using safe and environmentally friendly materials for humans in energy consumption.
According to Khasali (2005), green products or green products are an illustration of
goods or products produced by producers related to a sense of security and actions that
impact human health and do not potentially damage the environment.

Green Marketing
Green marketing refers to the satisfaction of customer needs, wants, and desires with the
maintenance and preservation of the environment; eco-label, eco-brand, and
environmental advertisements are part of green marketing (Rahayu, Abdillah, Mawardi,
2017). Furthermore, Rahayu, Abdillah, Mawardi (2017), in their research results, show
that there is a significant effect of green making either jointly or partially environmental
awareness, green product features, green product prices, and green product marketing
on purchasing decisions. At the same time, Situmorang (2012) of green marketing is the

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marketing concept of products using ingredients that do not damage extended circles
Ungan life.

Knowledge
Utami, Gunarsih, Aryanti (2014) describes a series of ecological knowledge possessed
by individuals regarding the environment according to facts, concepts, and relationships
between the natural environment and the surrounding ecosystem. Meanwhile, according
to Research by Rini, Sukaatmadja, Giantari (2017) proves that Knowledge affects
people's behavior and purchase intentions.

Awareness
According to the massive Indonesian dictionary, awareness is the ability to use common
sense to digest information and conditions that are happening and experienced.
Hasibuan (2012) attention is the attitude of a person who voluntarily obeys all rules and
is aware of his duties and responsibilities. Public awareness is realized by the
community, taken from habits in society, influenced by the Environment, regulations,
and government's role (Muttaqien et al., 2019). Paramita and Yasa (2015) state that
environmental awareness is an individual's awareness of a clean and healthy
environment such as ecological cleanliness, water use and management, vehicle
pollution, and ecological balance stability based on environmental values.

Concern
The concern comes from the word care (care), which means a fundamental value and a
person's attitude to pay attention and act proactively to the conditions or circumstances
around him. Caring is a fundamental and essential requirement for survival, success,
and a healthy life (Barnes, 2012). According to Yaumi (2014), to care for the
environment is an attitude exemplary, aiming to achieve harmony, harmony, and
balance between humans and the environment. Creating a human environment with the
philosophy and fostering the environment of activities caused pollution, damaging the
environment. Rini and Marsudi (2017) explain that environmental concern can be
considered attention to facts and behavior from oneself with specific consequences for
the environment.

Environmental Sustainability
Humans are one of the determining factors in preserving the environment, which has a
role and responsibility to empower environmental resources for ecosystem life (Karim,
2018 ). Sustainability is a process that made environmental protection from an
annihilation perspective education (Hafizah, 2018). Environmental management is an
integrated effort to preserve ecological functions, including policies for ecological
management, utilization, development, maintenance, restoration, supervision, and
control (Taufiq, 2014). The point is that environmental preservation is an act of
protecting the environment from extinction (Hafizah, 2018).

Research Hypothesis
The hypotheses in this study are:
H1: Suspected green input, process green, green products, and green marketing has a
positive and significant relationship to knowledge, awareness, and concern
entrepreneurs young coconut (cocos Nucifera lin).
H2: Allegedly a da relationships strong positive between knowledge, awareness, and
concern for environmental sustainability in the Umbulharjo area,
Yogyakarta.
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Concern, Environmental Sustainability.

H3: It is suspected that there is a direct and indirect relationship with green business
innovation, which consists of green input, green process, green products, and
green marketing towards environmental sustainability in Umbulharjo District,
Yogyakarta through knowledge, awareness, and concern of young coconut
entrepreneurs (Cocos nucifera lin).

METHODOLOGY

This type of research used in this study is a quantitative approach presented with
numbers. According to Sugiyono (2017), the quantitative research method is a research
method based on the philosophy of positivism, used to research specific populations or
samples, data collection using research instruments, and data analysis are quantitative or
statistical, to test predetermined hypotheses. While the research variables used in this
study are independent, namely: Green Input (X1), Green Process (X2), Green Product
(X3), and Green Marketing (X4) and the dependent variable in this study are:
Knowledge (Y1), Awareness (Y2), Concern (Y3) and Variable Z: Environmental
Sustainability.

Population and Sample

The population is a generalization area consisting of objects/subjects with certain
qualities and characteristics determined by researchers to be studied and then draw their
conclusions (Sugiyono, 2017). This study's population was 70 young coconut
entrepreneurs taken randomly in the giwangan, warungboto, sorosutan, pendeyan,
annual, muja-muju semaki villages. In the sampling carried out calculations using
formula slovin n = N / (1 + N ( e ) 2 , n = 70 / (1 + 70 (0.05) 2 . Based on the calculation
results obtained, value n = 59.57 rounded to 60. As a result, the number of samples used
in this study to 60 the entrepreneurial young coconut perpetrators. The sampling
technique is used using purposive sampling. The data used in research are primary data
and secondary data. Simultaneously, researchers collected data techniques used by
researchers in observation, interview, questionnaire, and literature study.

Analysis Method
Correlation Analysis
Correlation analysis aims to determine the relationship between two or more variables
(Prayitno, 20 09). In correlation calculation, use the correlation coefficient to assess rift
relationships, the direction of the relationship, and whether or not those relationships
using correlation analysis bivariate in this case, correlation product-moment (Pearson
correlation).

Test-Path Analysis ( Path Analysis )

According to Sugiyono (2017), part of the path analysis model analyzes s causality a tar
one variable to another variable. Meanwhile, according to Riduwan and Kuncoro
(2014), path analysis is used to analyze the pattern of relationships between variables,
which aims to determine the direct and indirect effect of a set of independent
(exogenous) variables on the dependent (endogenous) variable.

RESEARCH RESULT

Based on the results of data processing obtained as follows:

Bivariate Correlation Analysis

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Relationship of Green Input, Green Process, Green Product and Green Marketing to
Knowledge

Table 1. Green Input, Green Process, Green Product Test Results

and Green Marketing of Knowledge
Knowledge (Y 1 )
Green Input (X1) Pearson Correlation .308 **
Sig. (2-tailed) .017
N 60
Green Process (X2) Pearson Correlation .338 **
Sig. (2-tailed) .008
N 60
Green Product (X3) Pearson Correlation .516 **
Sig. (2-tailed) .004
N 60
Green Marketing (X4) Pearson Correlation .527 **
Sig. (2-tailed) .004
N 60
Source: Primary data processed, 2020

Green Input (X1) has a positive correlation coefficient (person correlation) of 0.308.
Meanwhile, based on the significant value of Green Input (X1) on Knowledge (Y1), it
has a value of 0.017 < 0.05, which means that there is a positive relationship that weak
between Green Input (X1) to Knowledge (Y1), suggesting hypothesis 1 proved.
Meanwhile, Green Process (X2) has a correlation coefficient value of 0.338. From the
significant value of the Green Process (X2) on Knowledge (Y1) of 0.008 < 0.05. It
shows a weak positive relationship between Green Process (X2) and Knowledge (Y1), so
hypothesis 2 is proven. This study's results are in line with Utomo's research, Pratiwi
(2016) confirms that the green process has an influence and relationship on financial
and environmental sustainability. Furthermore, Green Product (X3) has a correlation
coefficient value of 0.516. It shows the significant value of Green Product (X3) on
Knowledge (Y1) of 0.004 < 0.05. Meaning that there is a moderate positive relationship
between Green Product (X3) and sensible Knowledge (Y1), so hypothesis 3 is proven.
Priyanka's research results, Septizola (2019), demonstrate a significant effect of green
products on brand image. Green Marketing (X4) has a positive correlation coefficient
(person correlation) of 0.527, as can be seen from the significance value of Green
Marketing (X4) on Knowledge (Y1) of 0.000 < 0.05. It concludes that there is a
moderate positive relationship between Green Marketing (X4) and good Knowledge
(Y1), so hypothesis 4 is proven. The study results are following the research of Kusuma,
Surya, Suhendra (2017) that green marketing influences purchasing decisions.

The Relationship between Green Input, Green Process, Green Product and Green
Marketing on Awareness

Table 2 . Green Input, Green Process, Green Product Test Results

and Green Marketing on Awareness

Consciousness (Y 2 )
Green Input (X1) Pearson Correlation .365 **
Sig. (2-tailed) .047
N 60
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Green Process (X2) Pearson Correlation ,.

**
284
Sig. (2-tailed) .039
N 60
Green Product (X3) Pearson Correlation .810 **
Sig. (2-tailed) .003
N 60
Green Marketing (X4) Pearson Correlation .537 **
Sig. (2-tailed) .004
N 60
Source: Primary data processed, 2020

Green Input (X1) has a correlation coefficient value of 0.365. Meanwhile, based on the
significant value of Green Input (X1) on Consciousness (Y2), it has a value of 0.047 <
0.05, then Ha is accepted, and H0 is rejected, which means a positive relationship that
weak between Green Input (X1) of the Consciousness (Y2), than hypothesis 5 proven. It
also means that the weaker Green Input (X1) is creating a product, the level of
awareness of entrepreneurs in Umbulharjo District, Yogyakarta is terrible. In line with
Pebrianti study (2012) proves that environmental awareness has a relationship to the
product organic. Meanwhile, Green Process (X2) has a correlation coefficient value of
0.284. Meanwhile, based on the significant value of the Green process (X2) on
Awareness (Y2), it has a value of 0.039 < 0.05. It means that there is a positive
relationship that weak between the Green Process (X2) of the Consciousness (Y2), then
hypothesis 6 proved. This study's results are in line with Krisnanda's research, Nurcaya
(2019), showing that environmental awareness has a positive and significant
relationship to the process of making environmentally friendly products. Furthermore,
Green Product (X3) has a value of the correlation coefficient of 0.810. Meanwhile,
based on the significant value of Green product (X3) on Awareness (Y2), it has a value
of 0.003 < 0.05. It means that there is a positive relationship that is strong between
Green Product (X3) to Consciousness (Y2), then hypothesis seven proved. The results of
this study are proven by research by Lestari, Putri, Anindita, Laksmiari (2020), which
shows that green products have a significant positive effect on green trust awareness. In
comparison, the results of the calculation of Green Marketing (X4) have a positive
correlation coefficient value of 0.531. Meanwhile, based on the significant amount of
Green Marketing (X4) on Awareness (Y2), it has a value of 0.001 < 0.05, then Ha is
accepted, and H0 is rejected. It means that there is a positive relationship between Green
Marketing (X3) to Consciousness (Y2), then hypothesis 8 proven. This study's results are
following the results of research by Kusuma, Surya, Suhendra (2017) that green
marketing has a positive and significant effect on purchasing decision awareness.

Relationship between Green Input, Green Process, Green Product and Green
Marketing on Concern

Table 3 . Green Input, Green Process, Green Product Test Results

and Green Marketing Concern

Concern (Y 3 )
Green Input (X1) Pearson Correlation .381 **
Sig. (2-tailed) .003
N 60

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Green Process (X2) Pearson Correlation .365 **

Sig. (2-tailed) .004
N 60
Green Product (X3) Pearson Correlation .532 **
Sig. (2-tailed) .000
N 60
Green Marketing (X4) Pearson Correlation .448 **
Sig. (2-tailed) .000
N 60
Source: Primary data processed, 2020

Green Input (X1 ) has a correlation coefficient value of 0.381. Meanwhile, based on the
significant value of Green Input (X1) on caring (Y3), it has a value of 0.003 < 0,05. It
means a positive relationship that weak between Green Input (X1) to Kepeduliaan (Y3),
suggesting hypothesis 9 proved. This study's results follow the research of Supandini,
Pramudana (2017), where green input has a positive effect on environmental awareness.
It means that the better the input (product composition and organic raw materials) the
product uses, the higher it will influence the purchasing decision. Meanwhile, the results
of the calculation of Green Process (X2) have a correlation coefficient value of 0.365.
While based on the value of the significance of Green Process (X2) of the Concern (Y3)
has a value of 0.004 < 0.05, then there is a positive relationship that weak between the
Green Process (X2) of the Concern (Y3), meaning hypothesis 10 proved. The results are
consistent with research Betary (2020) demonstrate the green process Innovation has a
positive and significant impact on the financial performance.

Green Product (X3) has a positive correlation coefficient (person correlation) of 0.532.
That is a unidirectional relationship between Green Product (X3) to Concern (Y3) into
the category medium. While based on the value of the significance of Green product
(X3) to Concern (Y3) has a value of 0.000 < 0.05, then there is a positive relationship
that was between Green Product (X3) to Concern (Y3), meaning hypothesis 11 proved. It
is consistent with research Priyanka, Septrizola (2019) that the variable green product
has a relationship with the brand image. Besides, the research results, Lestari et al.
(2020) proved that green products connect to environmental concern. The results of the
calculation of Green Marketing (X4) have a positive correlation coefficient (person
correlation) of 0.448. It means that the unidirectional relationship between Green
Marketing (X4) and Concern (Y3) falls into the weak category. Meanwhile, based on the
significant value of Green marketing (X4) towards caring (Y3), it has a value of 0.000 <
0.05, so there is a weak positive relationship between Green marketing (X4) and
Concern (Y3), thus hypothesis 12 proven. This study's results are in line with Gunarso
and Kusumawati (2017) research that environmentally friendly advertising can make
consumers care and impact the environment.

Direct Relationship of Green Input, Green Process, Green Products, and Green
Marketing to Environmental Sustainability

Table 4. Direct Test Results Green Input, Green Process, Green Product
and Green Marketing for Environmental Sustainability
Environmental Sustainability (Z)
Green Input (X1) Pearson Correlation .372 **
Sig. (2-tailed) .003

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N 60
Green Process (X2) Pearson Correlation .278 **
Sig. (2-tailed) .031
N 60
Green Product (X3) Pearson Correlation .358 **
Sig. (2-tailed) .003
N 60
Green Marketing (X4) Pearson Correlation .413 **
Sig. (2-tailed) .004
N 60
Source: Primary data processed, 2020

Green Input (X1) has a positive correlation coefficient value of 0.372. Meanwhile,
based on the significant value of Green Input (X1) on Environmental Sustainability (Z),
it has a value of 0.003 < 0.05. It means that there is a link directly to the positive and
weak between Green Input (X1) to flexitarian environment (Z), pointing hypothesis 13
proven. The results of this study reinforced research Aman et al. (2012), which shows is
a positive relationship between the intention of purchasing environmentally friendly
products for environmental sustainability. Also, Hakim's (2010) research results prove
that green input consisting of product composition, raw material characteristics,
preservatives, and organic agricultural raw materials has a significant effect on
purchasing decisions, which means that consumers start thinking about environmentally
friendly products. The calculation results show that the Green Process (X2) has a
positive correlation coefficient value of 0.278. Meanwhile, based on the significant
value of the Green Process (X2) on Environmental Sustainability (Z), it has a value of
0.031 < 0.05. It means that there is a direct connection that is positive and weak
between Green Process (X2) for Environment Sustainability (Z), pointing hypothesis 14
proven. This study's results align with Lukitaruna's (2017) research that Green Process
Innovation has a positive and proven significant effect on company performance. The
higher the application of the green process, the better the environmental sustainability.
Meanwhile, Green Product (X3) has a positive correlation coefficient value of 0.358.
Meanwhile, based on the significant value of Green Product (X3) on Environmental
Sustainability (Z) has a value of 0.005 < 0.05. It means that there is a direct relationship
positive that weak between Green Product (X3) against Environment Sustainability (Z),
pointing hypothesis 15 proven. The results are in line with research Ayu (2016)
indicates that the variable green product has a relationship and a positive influence on
purchasing decisions choose products based expediency and aware of the importance of
preserving the environment. Efforts businesses to produce environmentally friendly
products can affect consumers to have awareness, concern about friendly products, and
environmental n (Saxena & Khandelwal, 2012). Furthermore, the calculation result of
Green Marketing (X4) has a positive correlation coefficient value of 0.413.
Meanwhile, based on the significant value of Green Marketing (X4) on Environmental
Sustainability (Z), it has a value of 0.001 < 0.05. It means that there is a direct
relationship positive that weak between Green Marketing (X4) of the Environmental
Sustainability (Z), pointing hypothesis 16 proven. This study's results follow the
research results by Brosdahl & Carpenter (2010), which states that green marketing has
a relationship with environmental sustainability. It indicates that the concept of
environmentally friendly effects positive on the sustainability of the environment and
concern for the environment positively influences the behavior of consumption of
environmentally friendly products. Hakim's research results (2010) also show that green
marketing is appropriate and can increase consumer purchasing decisions. By
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maintaining ecologically friendly attributes, aspects of promotion/advertising using the

concept of green marketing can affect consumer purchases.

Relationship of Knowledge, Awareness, and Concern for Environmental

Sustainability

Table 5. Knowledge, Awareness, and Concern Test Results

Against Environment Sustainability
Environmental Sustainability
Knowledge Pearson Correlation .478 **
Sig. (2-tailed) .000
N 60
Awareness Pearson Correlation .371 **
Sig. (2-tailed) .004
N 60
Concern Pearson Correlation .358 ** *
Sig. (2-tailed) .003
N 60
Source: Primary data processed, 2020

Knowledge has a positive correlation coefficient value of 0.478. In contrast, based n

use-values, the significance of knowledge on environmental sustainability has a value of
0.000 < 0.05. There is no relationship between the experience of ecological
sustainability, pointing hypothesis 17 proven. Research results from Saputro,
Rintayanti, Supeni (2016) demonstrate a relationship between environmental knowledge
and attitudes to care for the environment. This study's results align with Rusniati's
research, Rahmawati (2019), that experience affects green product purchasing decisions.
Meanwhile, awareness has a positive correlation coefficient value of 0.371.
Furthermore, based on the significant value of environmental awareness, it has a value
of 0.004 < 0.05. It means that there is a weak positive direct relationship between the
understanding of ecological sustainability. Following the research results by Paramita
and Yasa (2015), which shows that the existence of higher environmental awareness can
increase the purchase intention of environmentally friendly products. Research by
Munawar, Haryanti, Miarsyah (2019) also proves that ecological knowledge and
students' understanding have a relationship to the environment. While environmental
concern has a positive correlation coefficient value of 0.369. From significant value
concern, to environmental sustainability value of 0.004 <0.05, the meaning positive
relationship that is weak and significant correlates with concern towards environmental
sustainability. Marita Ahdiyana's research (2011) proves the importance of
environmental care for ecological sustainability. The study of Wulandari et al. (2018 )
also confirms that the community's caring behavior for the environment causes the
environment around the Kandri tourist attraction to be organized.

Result of Test-Path Analysis (Path Analysis)

Indirect Relationship of Green Input, Green Process, Green Products, and Green
Marketing to Environmental Sustainability (Z) through Knowledge

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Figure 4.
Path Analysis of Green Input, Green Process, Green Products, and Green
Marketing Against Sustainability lifestyle Environment Through
Knowledge

The direct relationship of Green Input (X1) to Environmental Sustainability (Z) is

0.372. Meanwhile, the indirect relationship of Green Input (X1) through Knowledge
(Y1) has a value of 0.308 x 0.478 = 0.147. The total relationship between Green input
(X1) and environmental sustainability (Z) is obtained a value of 0.372 + 0.147 = 0.519.
Thus note that a direct connection Green Input (X1) of 0.372 and an indirect relationship
through Knowledge (Y1) amounted to 0.147, which means a greater immediate value
indirectly, Knowledge (Y1) is not successfully a liaison. These results indicate that
Green Input does not have a relationship that is not directed towards sustainability.
Extended circles Ungan Life through knowledge. Suparmoko (2002), in his book on
"Economic Assessment: Natural Resources & Environment (Concepts and Methods of
Calculation)" describes the waste at the production level of security alone is not enough
to get the "ecolabel," but the necessity of making material (input) environment
destroyer.
While the calculation results obtained a direct relationship Green process (X2) to
Environmental Sustainability getting a value of 0.278. While the indirect relationship of
Green Process (X2) to Environmental Sustainability (Z) through Knowledge (Y1) with a
value of 0.338 x 0.478 = 0.161. The total relationship between Green Process (X2) and
environmental sustainability (Z) is 0.278 + 0.161 = 0.439. So based on the results of the
calculation of the direct relationship Green process (X2) of 0.278 and the indirect
relationship through Knowledge (Y1) of 0.161, which means that the direct value is
greater than the indirect value, then Knowledge (Y1) fails in becoming a link. These
results indicate that Green Process does not have the relationship is not directly towards
environmental sustainability through knowledge. This study's results are in line with the
research of Rahayu, Abdillah, Mawardi (2017), which found it is important to change
buying behavior with environmentally friendly products, with products whose
production process can reduce side effects on the environment.
Furthermore, the calculation results obtained a direct relationship Green product (X3)
to Environmental Sustainability (Z) of 0.358. While the indirect relationship of Green
product (X3) to Environmental Sustainability (Z) through Knowledge (Y1) with a value
of 0.516 x 0.478 = 0.246. The total relationship between Green product (X3) and
environmental sustainability (Z) obtained a value of 0.358 + 0.246 = 0.604. Based on
the results of the calculation of the direct relationship of Green Product (X3) of 0.358
and the indirect relationship through Knowledge (Y1) of 0.246, it means that the direct
relationship has a greater value than the indirect relationship, so Knowledge (Y1) fails in
becoming the connecting variable. It is in line with Lestari's research results, et al.
(2020), proving that green products have added value and are safe for health and
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environmental sustainability. Furthermore, Kusumawati (2015) also proves the green

product influences consumers' importance to buy environmentally friendly products to
minimize the environmental impact of products used. While the results of the
calculation of the direct relationship of Green Marketing (X4) to environmental
sustainability (Z) is 0.413. While the indirect relationship of Green marketing (X4) to
Environmental Sustainability (Z) through Knowledge (Y1) with a value of 0.527 x 0.478
= 0.251. The total relationship between Green marketing (X4) and environmental
sustainability (Z) has a value of 0.413 + 0.251 = 0.664. Based on the results of the
calculation of the direct relationship of Green Marketing (X4) of 0.413 and the indirect
relationship through Knowledge (Y1) of 0.251, meaning that the direct relationship has
a greater value than the indirect relationship, then Knowledge (Y1) does not succeed in
becoming a connecting variable. The green marketing (X4) of the Environmental
Sustainability (Z). These results indicate that green marketing has no indirect
relationship to environmental sustainability through knowledge. The results of this
study support the theory presented by Agustin (2015), where green marketing is a
product marketing process that is assumed to be safe for the environment.
Setiyaningrum, Madiawati (2015) also explains that ecolabels, eco brands, and
environmental-themed advertisements of green marketing tools can increase consumer
knowledge about environmentally friendly products.

Indirect Relationship of Green Input, Green Process, Green Product and Green
Marketing (X4) Toward Environmental Sustainability through Awareness

Figure 5.
Analysis of Green Input Pathways, Green Processes, Green Products and Green
Marketing (X 4 ) on Environmental Sustainability through Awareness

Analysis of the direct relationship of Green Input (X1) to Environmental Sustainability

(Z) is 0.372. Meanwhile, the indirect relationship of Green Input (X1) through
Awareness (Y2) obtained a value of 0.365 x 0.371 = 0.135. The total relationship
between Green input (X1) and environmental sustainability (Z) has a value of 0.372 +
0.135 = 0.507. So it is known that the direct relationship of Green Input (X1) is 0.372
and the indirect relationship through Consciousness (Y2) is 0.135, which means that the
direct value is greater than the indirect value, so Consciousness (Y2) does not succeed to
be the connecting variable. These results indicate that Green Input did not have a
relationship that does not align with the theory presented by Muslim and Indriani
(2014). The pattern of human life began to shift with increasing awareness of the
Environment is evidenced by the demand for entrepreneurs to undertake environmental
responsibility (environmental responsibility) based on environmental sustainability.
Furthermore, the value of the Green Process (X2) to Environmental Sustainability (Z)
is 0.278. Meanwhile, the indirect relationship between Green Process (X2) and
Consciousness (Y2), the value is 0.284 x 0.371 = 0.105. The total relationship between
the Green Process (X2) and environmental sustainability (Z) is 0.278 + 0.105 = 0.383.
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Bahri 1) , Ilmardani Rince Ramli 2) , Widodo Prasetyo 3) , Green Business Innovation, Knowledge, Awareness,
Concern, Environmental Sustainability.

So it is known that the direct relationship of Green Process (X2) is 0.278, and the
indirect relationship through Consciousness (Y2) is 0.105, which means that the direct
value is greater than the indirect value. Hence, Consciousness (Y2) fails in becoming the
connecting variable. These results indicate that the Green Process has no indirect
relationship to Environmental Sustainability through Awareness.
In line with those expressed usage et al. (2015), the green product is a product that is
environmentally designed and processed in a manner to reduce the effects that can
pollute the environment, both in production, distribution, and consumption. H acyl
research Paramita, Yasa (2015) proves that environmental awareness can improve
consumers' purchasing intentions to the p rock environmentally friendly. Also, the value
of the direct relationship of Green Product (X3) to Environmental Sustainability (Z)
was obtained of 0.358. Meanwhile, the indirect relationship of Green Product (X3)
through Awareness (Y2) obtained a value of 0.810 X 0.371 = 0.300. The total
relationship between Green Product (X3) and environmental sustainability (Z) has a
value of 0.358 + 0.300 = 0.658. The known direct relationship Green Product (X3) is
equal to 0.358 and indirect relations through Consciousness (Y2) of 0.300, which means
immediate value greater than the indirect value. Rusniati and Rahmawati's research
results (2019) reveal that green products are created to reduce the excessive use of
natural resources during the production process and minimize environmental impacts.
Meanwhile, the direct relationship value of Green Marketing (X4) to Environmental
Sustainability (Z) is 0.413. While the indirect relationship of Green Marketing (X4)
through Awareness (Y2) obtained a value of 0.537 X 0.371 = 0.199. The total
relationship of Green Marketing (X4) to environmental sustainability (Z) has a value of
0.413 + 0.199 = 0.612. So it is known that the direct relationship of Green Marketing
(X4) is 0.413, and the indirect relationship through Consciousness (Y2) is 0.199, which
means that the direct value is greater than the indirect value. Hence, Consciousness (Y2)
fails in becoming the connecting variable. These results indicate that Green Marketing
does not have a relationship that is not inversely proportional to Supandini's research
results, Pramudana (2017), where environmental awareness has significantly succeeded
in mediating green marketing towards purchasing intentions for environmentally
friendly products.

Indirect Relationship of Green Input, Green Process, Green Products, and Green
Marketing to Environmental Sustainability (Z) through Caring

Figure 6.
Path Analysis of Green Input, Green Process, Green Products, and Green Marketing
Toward Sustainability Lingkung 's Life Through Concern

The data analysis results showed that the value of the direct relationship of Green
Input (X1) to Environmental Sustainability (Z) was 0.372. While the indirect
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relationship of Green Input (X1) through caring (Y3), the value is 0.381 x 0.371 = 0.141.
The total relationship between Green input (X1) and environmental sustainability (Z)
has a value of 0.372 + 0.141 = 0.513. So it is known that the direct relationship of Green
Input (X1) is 0.372, and the indirect relationship through Concern (Y3) is 0.141. It
means that the direct value is greater than the indirect value, so Concern (Y3) fails in
becoming the connecting variable between Green Input. On Environmental
Conservation. These results indicate that Green Input has no indirect relationship to
Environmental Sustainability through Caring. In line with the research of Aman et al.
(2012) show that there is a strong positive relationship between concern and intention to
purchase environmentally friendly products. Meanwhile, the direct relationship between
Green Process (X2) and Environmental Sustainability (Z) has a value of 0.278.
Meanwhile, the indirect relationship of Green Process (X2) through caring (Y3) obtained
a value of 0.365 x 0.371 = 0.135. The total relationship between Green Process (X2) and
Environmental Sustainability (Z) is 0.278 + 0.135 = 0.4 13. So it is known that the
direct relationship between Green Process (X2) is 0.278 and the indirect relationship
through Caring (Y3) is equal to 0.135, which means the direct value is greater than the
indirect value, so Concern (Y3) fails in becoming the connecting variable. These results
indicate that the Green Process has no indirect relationship to Environmental
Sustainability through Caring. It means that entrepreneurs still pay attention to
environmental sustainability in the process of making products. Awareness of the
Environment has a close relationship with the Environment and processes in
manufacturing green products (Usadi et al. 2015). Entrepreneurs need to care and know
about the process of making green products based on the Environment.
Furthermore, data processing results obtained a direct relationship value of Green
Product (X3) to Environmental Sustainability (Z) of 0.358. While the indirect
relationship of Green Product (X3) through caring (Y3), the value is 0.532 X 0.371 =
0.197. The total relationship between Green product (X3) and Environmental
Sustainability (Z) has a value of 0.358 + 0.197 = 0.555. So it is known that the direct
relationship of Green Product (X3) is 0.358, and the indirect relationship through Caring
(Y3) is 0.197, which means that the direct value is greater than the indirect value.
Hence, Concern (Y3) fails in becoming the connecting variable. These results indicate
that Green Product has no indirect relationship to Environmental Sustainability through
Caring. The results of the study, Aman et al. (2012), Kanchanapibul et al. (2013), Usadi
et al. (2015) proved that environmental sustainability influenced by the purchase of
green products, where the more green products are sold, the environmental
sustainability will be maintained. Meanwhile, the direct relationship between Green
Marketing (X4) and Environmental Sustainability (Z) has a value of 0.413. While the
indirect relationship of Green Marketing (X4) through caring (Y3), the value is 0.448 X
0.371 = 0.166. The total relationship between Green Marketing (X4) and Environmental
Sustainability (Z) has a value of 0.413 + 0.166 = 0.579. So it is known that the direct
relationship of Green Marketing (X4) is 0.413 and the indirect relationship through
Caring (Y3) is 0.166, which means that the direct value is greater than the indirect value,
so Concern (Y3) fails in becoming the connecting variable. These results indicate that
green marketing does not have an indirect relationship to environmental sustainability
through caring. The results of this study support the theory presented by Situmorang
(2012) that green marketing not only offers environmentally-friendly products but
includes the production process and product distribution using environmentally friendly
raw materials. Setiawan's research results, Rabuani (2019), proved that it does not
directly advertise through brand decisions and has exhibited significant influence on
purchasing decisions.

CONCLUSIONS
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Bahri 1) , Ilmardani Rince Ramli 2) , Widodo Prasetyo 3) , Green Business Innovation, Knowledge, Awareness,
Concern, Environmental Sustainability.

Based on the results of the research discussion has been done, it can be used as
conclusions in this study, as follows:

Relationship of Green Input, Green Process, Green Product and Green Marketing
to Knowledge
Green Input has a correlation coefficient value of 0.308, and based on the significance
value Green Input has a weak positive relationship to Knowledge. Meanwhile, the
Green Process has a correlation coefficient value of 0.338. Based on the significant
amount, the Green Process has a weak positive relationship to Knowledge. Furthermore,
Green Product has a correlation coefficient value of 0.516, and seen from the
significance value Green Product has a moderate positive relationship to experience.
While Green Marketing has a correlation coefficient value of 0.527 and is seen from the
significance value, Green Marketing has an average positive relationship to Knowledge.

The Relationship between Green Input, Green Process, Green Product and Green
Marketing on Awareness
Green Input has a correlation coefficient value of 0.365, and seen from the significance
value Green Input has a weak positive relationship to awareness. Green Process has the
value of the coefficient of correlation of 0.284, and views based on the Green Process's
significance have a positive correlation is weak against Consciousness. While Green
Product has a value of the correlation coefficient of 0.810, and the views of the amount
of the significance of Green product have a strong positive relationship between
Kesadara n. Meanwhile, Green Marketing has a correlation coefficient value of 0.531,
and seen from the significance value Green Marketing has a moderate positive
relationship with awareness.

Relationship between Green Input, Green Process, Green Product and Green
Marketing on Concern
Green Input has a correlation coefficient value of 0.381, and based on the significance
value Green Input has a weak positive relationship to care. Green Process has a matter
of the correlation coefficient of 0.365. Based on the value of the Green Process's
significance has a weak positive relationship towards to concern. Furthermore, Green
Product has a correlation coefficient value of 0.532 based on the significance value, and
Green Product has a moderate positive relationship with concern. Moreover, Green
Marketing has a matter of the correlation coefficient of 0.448. Based on the value of the
significance of Green Marketing has a weak positive relationship with concern.

Relationship of Knowledge, Awareness, and Concern for Environmental

Sustainability
Knowledge has a correlation coefficient value of 0.478 and is based on the significance
value, and knowledge has a weak positive relationship to Environmental Sustainability.
Meanwhile, awareness has a correlation coefficient value of 0.371 and is based on the
significance value, and attention has a fragile positive relationship to Environmental
Sustainability. Furthermore, concern has a correlation coefficient value of 0.369 and is
based on the significance value, and the matter has a connection to environmental
conservation.

Direct Relationship of Green Input, Green Process, Green Products, and Green
Marketing to Environmental Sustainability

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Green Input has a correlation coefficient value of 0.372, and based on the significance
value Green Input has a direct relationship to Environmental Sustainability. The Green
Process has a correlation coefficient value of 0.278 and is based on the Green Process
significance value, and there is a positive and weak direct relationship to Environmental
Sustainability. While Green Product has a correlation coefficient value of 0.358 and
based on the significance value, Green Product has a positive and weak direct
relationship to Environmental Sustainability. Furthermore, Green Marketing has a
matter of the correlation coefficient of 0.413, and based on the significance of Green
Marketing has a direct relationship positive and weak towards environmental
sustainability.

Indirect Relationship of Green Input, Green Process, Green Products, and Green
Marketing to Environmental Sustainability through Knowledge
1. Direct link Green Input to the environment sustainability shows that green input
may indirectly relate to environmental sustainability through knowledge.
2. Direct link Green process towards environmental sustainability shows that the
green process may be related indirectly to environmental sustainability through
knowledge.
3. The direct link Green product to environment sustainability shows that green
products do not have a relationship indirectly to environmental sustainability
through knowledge.
4. Direct link Green Marketing sustainability of the environment shows that the green
marketing be related indirectly to the environmental sustainability through
knowledge.

Indirect Relationship of Green Input, Green Process, Green Products and Green
Marketing towards Environmental Sustainability through Awareness
1. Direct link Green Input restricted to environmental sustainability shows that green
input be related indirectly to environmental sustainability through variable
consciousness.
2. The direct link Green Process towards environmental sustainability shows that
green process be related indirectly to ecological sustainability through awareness.
3. Direct link Green Product for environment sustainability shows that green products
be related indirectly to environmental sustainability through awareness.
4. Direct link Green Marketing towards environmental sustainability shows that green
marketing be related indirectly to ecological sustainability through awareness.

Indirect Relationship of Green Input, Green Process, Green Product and Green
Marketing to Environmental Sustainability through Caring
1. Green Input to environmental sustainability's direct relationship shows that green
input does not directly relate to environmental sustainability through caring.
2. The direct link green process towards environmental sustainability shows that green
process be related indirectly to ecological sustainability through awareness.
3. Direct link green product of the environmental sustainability shows that green
products be related indirectly to environmental sustainability through awareness.
4. Direct link green marketing towards environmental sustainability shows that green
marketing be related indirectly to ecological sustainability through awareness.

SUGGESTIONS
From the results of this study, the researchers provide the following suggestions:
1. It is hoped that the government will provide land and TPS for waste disposal so that
people do not throw garbage in illegal places and provide training on how to
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Bahri 1) , Ilmardani Rince Ramli 2) , Widodo Prasetyo 3) , Green Business Innovation, Knowledge, Awareness,
Concern, Environmental Sustainability.

process coconut waste into high-selling business products in collaboration with

local universities.
2. It is hoped that young coconut entrepreneurs in each urban village will have
awareness and concern in protecting environmental sustainability by not piling up
their waste by the roadside not to spoil the view and disturb others' health.
3. For future researchers, it is expected to add to the research variables and not only
discuss young coconut actors but other entrepreneurs.

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