Green entrepreneurial orientation on economic performance: the dual mediating effect of green innovation capability and green brand orientation in Indian SMEs

Pooja Goel, M. Karthikeyan, R. Manigandan and J. Naga Venkata Raghuram

International Journal of Green Economics, 2025, vol. 19, issue 2, 208-239

Abstract: This study aims to investigate the nexus of green entrepreneurial orientation (GEO) on economic performance (ENP) with a dual mediating effect of green innovation capability (GIC) and green brand orientation (GBO) in Indian manufacturing SMEs. This study is based on the natural resource-based view theory. The data was collected from 261 owners and managers of Indian SMEs. The conceptual model was analysed through structural equation modelling in SMART PLS 4 software. The study performed importance performance matrix analysis. Moreover, the results indicated that green entrepreneurial orientation has an insignificant impact on economic performance. Furthermore, more green innovation capability and green brand orientation are fully mediating between green entrepreneurial orientation and economic performance. This study makes a significant contribution to the existing literature. By emphasising green innovation and branding, SMEs can not only address environmental challenges but also strengthen their competitive advantage in the evolving market landscape. It holds enormous value for managers seeking insights into the effective utilisation of green entrepreneurial orientation in driving economic performance development.

Keywords: green entrepreneurial orientation; green brand orientation; green innovation capability; economic performance; Indian SMEs; IPMA analysis; SEM analysis. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=149734 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijgrec:v:19:y:2025:i:2:p:208-239

Access Statistics for this article

More articles in International Journal of Green Economics from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().