The trend of environmental-based startup has been risen in Indonesia as the country facing a serious problem of plastic waste for many years. Nowadays, a new tendency of environmental-based startup’s businesses in Indonesia has been switching from the waste collection and reusable packaging into the reuse and refill business. Through the assistance of technology, those startups build a refillable dispenser, online ordering system for refilled personal and home care products as well as providing reusable packaging in order to limit the use of single-plastic packaging. Since this kind of green business has risen, competition among companies involved are inevitable. Therefore, in order to be sustain for longer term, they should generate green innovation and adopting a green market orientation strategy to improve performance of companies.

The relation on green market orientation and green innovation with business performance have been widely investigated in numerous studies. However, studies that concentrate specifically on green startup in emerging markets are still underexplored, creating a gap that this study will put its focus on. To analyze such relation, this study will further test the proposition on the positive relationship between green market orientation and green innovation with business performance using the qualitative case study method. Two startups that utilize the reuse business model are selected as the unit of analysis and further studied through data triangulation.

This study has found that both green market orientation and green innovation have a positive effect on those business performances in term of green startup’s reputation. Furthermore, the result has also proven the propositions and reinforced the finding from previous studies. This study can provide empirical evidence for the development of market orientation and innovation theories as well as recommendation for green startup in Indonesia on strategies to improve their business performance.

The trend of environmental-based startup has been risen in Indonesia as the country facing a serious problem of plastic waste for many years. Nowadays, a new tendency of environmental-based startup’s businesses in Indonesia has been switching from the waste collection and reusable packaging into the reuse and refill business. Through the assistance of technology, those startups build a refillable dispenser, online ordering system for refilled personal and home care products as well as providing reusable packaging in order to limit the use of single-plastic packaging. Since this kind of green business has risen, competition among companies involved are inevitable. Therefore, in order to be sustain for longer term, they should generate green innovation and adopting a green market orientation strategy to improve performance of companies.

The relation on green market orientation and green innovation with business performance have been widely investigated in numerous studies. However, studies that concentrate specifically on green startup in emerging markets are still underexplored, creating a gap that this study will put its focus on. To analyze such relation, this study will further test the proposition on the positive relationship between green market orientation and green innovation with business performance using the qualitative case study method. Two startups that utilize the reuse business model are selected as the unit of analysis and further studied through data triangulation.

This study has found that both green market orientation and green innovation have a positive effect on those business performances in term of green startup’s reputation. Furthermore, the result has also proven the propositions and reinforced the finding from previous studies. This study can provide empirical evidence for the development of market orientation and innovation theories as well as recommendation for green startup in Indonesia on strategies to improve their business performance.

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