Digital Green Strategies Driving Sustainable Competitive Advantage in Agripreneurial SMEs

Vollständiger Abstract

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Achieving Sustainable Competitive Advantage (SCA) for green agricultural products in demanding international markets, particularly Europe, requires strategic integration beyond conventional marketing approaches. Although green branding and digital marketing have been widely recognized, the synergistic mechanism through which digital strategies, green value propositions, and market penetration collectively strengthen SCA remains underexplored. This study aims to develop and validate an integrated model that explains how Digital Traffic Management, Green Product Value, and Market Penetration contribute to SCA while supporting sustainability-oriented business growth. This study employs Structural Equation Modeling (SEM) because it provides stronger analytical robustness than conventional regression through latent variable estimation, construct validation, and comprehensive goodness-of-fit evaluation. The \textbf{findings} show that Market Penetration is the strongest predictor of SCA (β = 0.44), indicating that market expansion through digital channels significantly enhances long-term competitiveness. The results also reveal a positive reinforcement cycle between Green Product Value and SCA, demonstrating a virtuous loop of continuous improvement, digital adaptability, and green competitiveness. Furthermore, Market Penetration and Digital Traffic Management support SDG 8, SDG 9, and SDG 17 by encouraging sustainable economic growth, technology-based innovation, collaborative business ecosystems, and stronger digital partnerships for SMEs. This study provides a robust empirical foundation and strategic blueprint for SMEs, policymakers, and digital marketers to enter and grow in international markets while strengthening sustainable competitiveness and contributing meaningfully to a greener future.