Optimizing sustainable performance through green entrepreneurial orientation, market orientation, green supply chain management practices, environmental dynamism, and resource capabilities: evidence from technological firms

The increasing emphasis on social and environmental sustainability has transformed business dynamics, compelling firms to integrate green supply chain management (GSCM) practices to address environmental challenges. Despite the growing attention to clean technologies within GSCM practices, the alignment between a firm’s strategic orientation, such as market orientation (MO) and green entrepreneurial orientation (GEO), and its green supply chain strategies remains underexplored. This study investigates the impact of MO and GEO on a firm’s sustainable firm performance (SP), focusing on the mediating role of GSCM. Furthermore, the study examines how external factors, including environmental dynamism (ED) and resource capabilities (RC), moderate the relationship between these variables, particularly in the context of Chinese technology firms. Grounded in the natural resource-based view (NRBV) and resource advantage theory (RAT), the research employs PLS-SEM via SmartPLS to analyse the relationships. The findings confirm that GEO significantly influences SP, while MO shows a weaker and less direct impact. Moreover, GSCM mediates the relationship between GEO and SP but does not mediate the link between MO and SP, challenging prior assumptions. The study also reveals that ED and RC moderate these relationships, with ED negatively influencing the GEO–SP link. This research contributes to the theoretical understanding of how internal green strategies and external environmental factors shape sustainable performance. It underscores the importance of proactive green entrepreneurship and organizational resource flexibility while highlighting the limitations of market-driven approaches in achieving long-term sustainability.