The Impact of Green Entrepreneurial Orientation on Firm Performance through Green Innovation: The Moderating Role of Strategic Green Marketing Orientation

Abstract

Environmental protection has become a matter of market rivalry and competitive advantage. Therefore, the ideas of green entrepreneurial orientation, green innovation and green marketing etc., highly concern from last few decades in business research. Although the direct relationships between green entrepreneurial orientation (GEO), green innovation (GI) and firm performance (FP) have been investigated by different researchers but indirect relationship through GI are scant in literature. This study fills out the gap by investigating the impact of GEO on FP through GI and moderating role of strategic green marketing orientation (SGMO) in SMEs of Pakistan.