Green Marketing Orientation and Environmental Performance as Predictors of Sharia-Compliant MSME Performance: The Mediating Role of Islamic Sustainability and Superior Customer Value Among MSMEs in Aceh

Abstract

The growth of sharia-compliant Micro, Small, and Medium Enterprises (MSMEs) in Aceh Province faces a dual challenge: market demands for environmentally friendly business practices alongside consistency with sharia principles in business management. This article aims to develop a conceptual framework on the role of green marketing orientation and environmental performance as predictors of sharia-compliant MSME performance, with Islamic sustainability and superior customer value positioned as mediating variables. The study was developed through a conceptual literature review of recent publications in the fields of green marketing, sharia economics, and MSME performance management, which were then synthesized into a set of theoretical propositions. The findings indicate that green marketing orientation and environmental performance have the potential to directly improve sharia-compliant MSME performance, although this effect is expected to be stronger when mediated by the internalization of Islamic sustainability values and the firm's ability to create superior customer value relative to competitors. The resulting conceptual framework affirms that the sustainability of sharia-compliant MSMEs does not rest solely on ecological aspects, but also on the alignment of spiritual values and market orientation. These findings provide a foundation for further empirical research based on surveys and SEM-PLS analysis of sharia-compliant MSMEs in Aceh, while also serving as a practical reference for business actors and policymakers in designing green marketing strategies aligned with sharia values.