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The Antecedents of Green Strategic Orientations on Competitiveness: An Empirical Structural Model

Author

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  • Javier Eduardo Vega Martinez

    (Centro de Ciencias Empresariales, Universidad Autonoma de Aguascalientes, Aguascalientes 20340, Mexico)

  • Maria del Carmen Martinez Serna

    (Centro de Ciencias Economicas Administrativas, Universidad Autonoma de Aguascalientes, Aguascalientes 20100, Mexico)

  • Maria del Carmen Bautista Sanchez

    (Centro de Ciencias Economicas Administrativas, Universidad Autonoma de Aguascalientes, Aguascalientes 20100, Mexico)

Abstract

This study examines the influence of green market orientation (GMO) and green entrepreneurial orientation (GEO) on business competitiveness in increasingly demanding environmental contexts. Drawing on the literature on strategic management and sustainability, this research analyzes how environmentally oriented market and entrepreneurial capabilities contribute to strengthening firms’ competitive positioning. Using a quantitative approach, data were collected from 200 companies in the agri-food and manufacturing sectors, and the data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The results confirm that both GMO (β = 0.534; p < 0.001) and GEO (β = 0.395; p < 0.001) have a significant influence on competitiveness, with GMO showing a stronger impact. These findings suggest that firms integrating environmental market demands and fostering innovation, proactiveness, and risk-taking with an ecological focus achieve enhanced competitive performance. This study concludes that green-oriented strategic capabilities constitute key drivers of sustainable competitive advantages and represent a relevant pathway for organizational strengthening in dynamic and environmentally regulated markets.

Suggested Citation

  • Javier Eduardo Vega Martinez & Maria del Carmen Martinez Serna & Maria del Carmen Bautista Sanchez, 2026. "The Antecedents of Green Strategic Orientations on Competitiveness: An Empirical Structural Model," Sustainability, MDPI, vol. 18(13), pages 1-23, July.
    • Handle: RePEc:gam:jsusta:v:18:y:2026:i:13:p:6775-:d:1982721
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