Novel Pathways from Green Supply Chains to Buyer Loyalty in Emerging Market Seaweed Exports

The South Sulawesi seaweed industry plays a vital role in Indonesia’s export economy, yet it faces persistent challenges related to product quality, technological adoption, and compliance with international market requirements. This study investigates the direct and indirect effects of Green Supply Chain Marketing (GSCM) on Buyer Loyalty (BL), with Export Readiness (ER) and Stakeholder Collaboration (SC) as mediating variables. Grounded in the Resource-Based View and stakeholder theory, a quantitative survey was conducted among 254 stakeholders across the seaweed value chain, including smallholder farmers, processors, exporters, and buyers. Partial Least Squares Structural Equation Modelling (PLS-SEM) was applied to assess the measurement and structural models. The results demonstrate that GSCM significantly enhances both ER and SC, which in turn positively influence BL. Moreover, ER and SC partially mediate the relationship between GSCM and BL, indicating that sustainability-oriented supply chain strategies improve competitive capacity and foster long-term buyer relationships. The findings contribute to theoretical discourse by clarifying the pathways through which environmental and collaborative practices translate into market performance. Practically, the study highlights the need for integrated sustainability adoption at every stage of the supply chain, supported by coherent policies, innovation capacity building, and collaborative platforms. While the cross-sectional design limits causal inference, the research offers a robust framework for enhancing competitiveness in export-oriented industries. Future studies should explore longitudinal effects, additional mediators, and cross-sectoral comparisons to validate and extend these insights.