ENVIRONMENTAL COMMITMENT AND GREEN INNOVATION ACHIEVING NEW PRODUCT SUCCESS (CASE IN CREATIVE INDUSTRY)

Business activities that have been happening have been able to help the economic development of the community, but are also considered quite alarming, because they are considered to play a role as a cause of environmental damage. This situation needs to be saved through implementing environmentally friendly businesses. Environmentally friendly should emerge from within each individual entrepreneur. The nature of entrepreneurship in running a business that cares about the environment is strongly influenced by the management's commitment to the environment. However, its application needs to be supported by creative green innovations to achieve product success.

The objectives of this study are: a) explain the effect of environmental commitment on green innovation that can affect the Bali silver creative industry, b) explain the effect of environmental commitment on product success that can affect the Bali silver creative industry, c) explain the effect of green innovation on the success of products can influence the Balinese silver creative industry d) explain the role of green innovation as a mediating relationship between environmental commitment to product success.

Research conducted on the small silver industry in Gianyar Regency was 469 business units. This study uses an individual sample as an analysis unit of 120 respondents. The analysis technique used is SEM AMOS.

Commitment to the environment and green innovation has a positive and significant effect on the success of silver products. Green innovation is also able to act as a mediating relationship between environmental commitments and the success of new products produced. The results of the analysis are expected to be used as a consideration by small silver industry craftsmen in Bali to be able to face further competition and can be used as an alternative strategy to implement a green business.

Keywords: environmental commitment, green innovation, new product success, Bali's silver creative industry.