Purpose

To test and explain about the implementation of the green marketing mix strategy, based on an environmental orientation and social capital in increasing the competitive advantage of the real estate developer or company in Bali.

Design/methodology/approach

Data collected in this study are primary data. Primary data collection is done by survey method using a research instrument in the form of a questionnaire. This research was conducted at real estate development companies in several cities in Bali. The sample unit is a real estate developer in Bali whose scope of operation project is at least 20 hectares, which means the scale of the property business is a middle-class and upper-class company. The unit of analysis is the company developer in Bali, while the respondent is General Manager, CEO or company owner. Data analysis employs inferential statistics of partial least square (PLS).

Findings

The findings in this study indicate that environmental orientation and competitive advantage do not have a significant direct relationship. However, it has an indirect effect through the adoption of a green marketing mix strategy. Thus, the application of the green marketing mix strategy has a positive and significant impact on increasing competitive advantage. Then, environmental orientation has a direct and significant influence on the application of the green marketing mix. Social capital has a positive and significant influence on competitive advantage.

Originality/value

The originality of this study is evident from the effort to deepen the analysis about the Competitive Advantage uses a green marketing mix strategy for real estate developers as a service company. Although there are many studies on EO, the results are still varied so that this becomes something interesting. Thus, in this study the concept of the effect of EO influence was developed on the implementation of the green marketing mix strategy by green property developers.

中文翻译：

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环境取向，绿色营销结构和社会资本对巴厘岛房地产开发商竞争优势的影响

目的

测试和解释有关绿色营销组合战略的实施情况，该战略基于环境导向和社会资本，以提高巴厘岛房地产开发商或公司的竞争优势。

设计/方法/方法

本研究收集的数据为主要数据。原始数据收集是通过使用调查表形式的研究工具通过调查方法完成的。这项研究是在巴厘岛多个城市的房地产开发公司进行的。样本单位是巴厘岛的一家房地产开发商，其经营项目的范围至少为20公顷，这意味着房地产业务的规模是一个中产阶级和上层阶级的公司。分析单位是巴厘岛的公司开发人员，而受访者是总经理，首席执行官或公司所有者。数据分析采用偏最小二乘（PLS）的推论统计。

发现

这项研究的结果表明，环境导向与竞争优势之间没有显着的直接关系。但是，它通过采用绿色营销组合策略具有间接影响。因此，绿色营销组合策略的应用对提高竞争优势具有积极而重大的影响。然后，环境导向对绿色营销组合的应用具有直接而显着的影响。社会资本对竞争优势具有积极而重大的影响。

创意/价值

通过深化关于“竞争优势”的分析，该研究的独创性显而易见。该竞争优势为房地产开发商作为服务公司使用了绿色营销组合策略。尽管对EO的研究很多，但结果仍然各不相同，因此这变得很有趣。因此，在本研究中，EO的影响的概念是在绿色房地产开发商实施绿色营销组合策略时提出的。