T This study aims to understanding of how absorptive capacity, green supply chain management, organizational learning, and market turbulence affect to green innovation and firm performance in Jakarta, Bekasi and Depok MSME bakery sector.Hypotesis Testing/Causal Research is used in a quantitative research design. Data was collected from 210 respondents from MSME bakery company specializing in sweet/plain bread in the Jakarta, Bekasi and Depok area. Data analysis using PLS-SEM. The analysis consists of descriptive statistics, measurement model evaluation, structural model evaluation, and hypothesis testing.The research results show that absorptive capacity, organizational learning, green innovation have a positive and significant effect on firm performance, while green supply chain management has not significant effect on firm performance. Meanwhile, absorptive capacity has a positive and significant effect on green innovation, however, green supply chain management and organizational learning have not significant effect on green innovation. Another finding is that market turbulence does not moderate the relationship between green innovation and firm performance, and green innovation does not mediate the relationship between absorptive capacity, green supply chain management, organizational learning and firm performance. In this research, absorptive capacity is the exogenous variable that has the most influence on the endogenous variables green innovation and firm performance.These findings support the concepts of Resource Based View (RBV), Knowledge Based View (KBV), Dynamic Capability, Stakeholder Theory and Legitimacy Theory used in this study as well as the literature on strategic management. In this study absorptive capacity is the exogenous variable that has the most influence on the endogenous variables green innovation and firm performance.