Growing pressure to adopt sustainable business practices has not been accompanied by comparable progress among Micro and Small Enterprises (MSMEs), despite high levels of digital adoption. This gap highlights the need to understand how customer-oriented relational strategies can be translated into concrete sustainability marketing practices. This study examines the effect of Customer Relationship Orientation (CRO) on Sustainability Marketing across the Product Lifecycle (SMLC), with Co-Creation Value (CCV) serving as a mediating mechanism.A quantitative causal survey was conducted involving 168 Food and Beverage MSMEs in West Java, selected through purposive sampling based on active digital marketing usage and business maturity. Data were collected between July 2024 and April 2025 and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).The findings reveal that CRO significantly enhances Co-Creation Value, which in turn strengthens sustainability marketing practices across the product lifecycle. However, CRO does not directly influence sustainability marketing outcomes, confirming the presence of full mediation. These results demonstrate that relational orientation alone is insufficient to generate sustainability impact unless activated through collaborative value-creation processes. Co-Creation Value functions as a strategic mechanism that enables resource-constrained MSMEs to convert relational strength into practical sustainability initiatives, including environmentally responsible packaging and improved waste management. This study clarifies the relational mechanism through which customer orientation supports life-cycle-based sustainability marketing in resource-constrained MSMEs.
Arlin Ferlina Mochamad Trenggana, Arlin Ferlina Mochmad Trenggana, R. Hurriyati et al.· Dinasti International Journa...· 0 citations
The global transition toward a sustainable and low-carbon economy has intensified the demand for green skills as a critical component of future workforce development. As governments, industries, and educational institutions increasingly prioritize sustainability, scholarly interest in green skills has expanded rapidly across multiple disciplines. However, the growing body of literature remains fragmented, limiting a comprehensive understanding of its intellectual structure, thematic development, and future research directions. This study aims to systematically map the evolution of green skills and future workforce research through a bibliometric analysis of publications indexed in the Scopus database between 2015 and 2025. A total of 323 peer-reviewed publications were analyzed using Biblioshiny and VOSviewer to examine publication trends, influential sources, intellectual structures, thematic evolution, and emerging research themes. The findings reveal a substantial increase in research output, particularly after 2020, reflecting the growing strategic importance of green skills in sustainability transitions. Keyword co-occurrence analysis identifies five major research clusters related to sustainability competencies, employability, green jobs, vocational education, and Green Human Resource Management. The thematic analysis highlights the emergence of digitalization as a central research theme, indicating an increasing convergence between green and digital competencies within the context of the twin transition. The study contributes to the literature by providing a comprehensive overview of the field, identifying critical research gaps, and proposing an integrated future research agenda linking human capital development, organizational capability, digital transformation, and sustainable workforce competitiveness.
Rieka Mustika, R. Hurriyati, Juliana Juliana et al.· Human Resources Management a...· 0 citations
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