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August 24, 2025Indo-Fintech Intellectuals Journal of Economics and BusinessOpen Access

The Impact of Reverse Logistics, Sustainable Procurement, Ethical Branding, and Consumer Consciousness on Msme Competitiveness in Indonesia

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Authors

BBBasneldi BasneldiYYYusniar YusniarAZAgung Zukfikri

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Overview

Quantitative analysis reveals reverse logistics and sustainable practices boost MSME competitiveness, highlighting consumer consciousness's moderating role.

Key Points

  • MSME competitiveness is significantly influenced by reverse logistics, sustainable procurement, and ethical branding, enhancing overall performance.
  • Consumer consciousness directly benefits competitiveness and strengthens the effects of sustainable initiatives, emphasizing its moderating role.
  • Using a quantitative approach with Partial Least Squares Structural Equation Modeling, data were gathered from 210 MSMEs across various sectors.
  • Findings underscore the urgent need for MSMEs to integrate sustainability to thrive in a competitive market, driven by consumer awareness.

Cite This Study

Basneldi et al. (2025) studied this question.

synapsesocial.com/papers/68af799f7567bf4f94ff12abhttps://doi.org/10.54373/ifijeb.v5i3.3238
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