Linking green social behaviour, knowledge management, institutional pressure, and entrepreneurial success: a pathway to sustainable business and social innovation

The investigation delves in to critical path of entrepreneurial success which is molded by various factors such as green behavior, organization’s knowledge structure, institutional forces and innovative capabilities. The study specifically adopted quantitative research design while using structural equation modelling as primary analytical technique to assess the data, gathered from 400 managerial level professionals within Vietnamese banking industry. Banking industry was purposefully considered as a focal point of the study because of its strong strategic position and central involvement in regulatory compliance, innovation hubs and fundings, all of which are considered instrumental for nurturing entrepreneurial growth. Findings of the study reveal that green social behavior significantly boosts social and business innovation, leading to positive entrepreneurial outcomes. On the other hand, findings also demonstrate that although knowledge management enhances social innovation, however, when it is coupled with knowledge management, the effect becomes counterproductive. In addition, knowledge management also boosts business innovation. These findings underscore the significance of social and business innovation as mediators and knowledge management and institutional pressure as moderator. Emphasizing high-impact service industry, the study offers valuable perspective on intricate connection between environmentally conscious behaviors, institutional dynamics and innovation trajectories. It briefly provides actionable insights for financial stakeholders, corporate leaders and institutions that root for green and innovation driven entrepreneurship in developing markets.