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The impact of green entrepreneurial orientation, market orientation and green supply chain management practices on sustainable firm performance

Author

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  • Md. Ahashan Habib
  • Yukun Bao
  • Aboobucker Ilmudeen

Abstract

This study attempts to examine the impact of green entrepreneurial orientation (GEO) and market orientation (MO) on the implementation of green supply chain management (GSCM) practices and subsequent sustainable firm performance. Further, the study identifies the mediating factor between green entrepreneurial orientation and sustainable firm performance and also explores whether market orientation plays a mediating role in the relationship between GEO and GSCM practices. The data collected from 246 Bangladeshi textile manufacturing firms were analyzed using the structural equation modeling with partial least square techniques, typifying that exploratory and quantitative research. The results revealed that GEO has a significant positive influence on MO and GSCM practices, which ultimately positively effects on all the three dimensions (economic, environmental, and social) of sustainable firm performance. Further, the study found that GSCM practices partially mediate the relationship between GEO and firm performance while MO also partially mediate the relationship between GEO and GSCM practices. These findings indicate that organizations should emphasize on GSCM practices in their operations to reap sustainability performance. The theoretical and practical implications are also discussed.

Suggested Citation

  • Md. Ahashan Habib & Yukun Bao & Aboobucker Ilmudeen, 2020. "The impact of green entrepreneurial orientation, market orientation and green supply chain management practices on sustainable firm performance," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1743616-174, January.
    • Handle: RePEc:taf:oabmxx:v:7:y:2020:i:1:p:1743616
    DOI: 10.1080/23311975.2020.1743616
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    Cited by:

    1. Heny Hendrayati & Frederic Marimon & Wu-Yuin Hwang & Tia Yuliawati & Perengki Susanto & Rahmiati Rahmiati, 2025. "Customer relationship management and value creation as key mediators of female-owned MSMEs’ market performance," Journal of Innovation and Entrepreneurship, Springer, vol. 14(1), pages 1-25, December.
    2. Md. Ahashan Habib & Yukun Bao & Nurun Nabi & Marzia Dulal & Asma Ansary Asha & Mazedul Islam, 2021. "Impact of Strategic Orientations on the Implementation of Green Supply Chain Management Practices and Sustainable Firm Performance," Sustainability, MDPI, vol. 13(1), pages 1-21, January.
    3. Shi Yin & Yuanyuan Yu & Nan Zhang, 2024. "The Effect of Digital Green Strategic Orientation On Digital Green Innovation Performance: From the Perspective of Digital Green Business Model Innovation," SAGE Open, , vol. 14(2), pages 21582440241, June.
    4. Aida Ahmed Zahrani, 2022. "Team Creativity and Green Human Resource Management Practices’ Mediating Roles in Organizational Sustainability," Sustainability, MDPI, vol. 14(19), pages 1-24, October.
    5. Zhishan Yan & Haiqing Hu, 2024. "RETRACTED ARTICLE: Research on the Influencing Factors of Green Entrepreneurial Orientation of Manufacturing Start-ups," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 12152-12176, September.
    6. Arnaldo Coelho & Jorge Ferreira & Catarina Proença, 2024. "The impact of green entrepreneurial orientation on sustainability performance through the effects of green product and process innovation: The moderating role of ambidexterity," Business Strategy and the Environment, Wiley Blackwell, vol. 33(4), pages 3184-3202, May.
    7. Dat Dao & Cuong Nguyen, 2025. "Application of the PLS-SEM Model in Assessing the Sustainable Performance of Manufacturing Enterprises," SAGE Open, , vol. 15(4), pages 21582440251, December.
    8. Jane Marzouk & Raghda El Ebrashi, 2024. "The interplay among green absorptive capacity, green entrepreneurial, and learning orientations and their effect on triple bottom line performance," Business Strategy and the Environment, Wiley Blackwell, vol. 33(3), pages 1962-1976, March.
    9. Umair Waqas & Sonia Umair & Beata Mrugalska & Ibrahim Rashid Shamsi & IIya Bystrov, 2024. "Mediating role of green talent management between green strategic orientation and sustainable supply chain performance among SMEs of Oman," Annals of Operations Research, Springer, vol. 340(2), pages 1063-1089, September.
    10. Nabila Abid & Federica Ceci & Junaid Aftab, 2024. "Attaining sustainable business performance under resource constraints: Insights from an emerging economy," Sustainable Development, John Wiley & Sons, Ltd., vol. 32(3), pages 2031-2048, June.
    11. MengMeng Jiang & XueYan Shan & Sikandar Ali Qalati, 2025. "Enhancing corporate sustainability and employees’ innovative behavior through senior executives sustainable entrepreneurial orientation and green HRM practices: the role of corporate social responsibility," International Entrepreneurship and Management Journal, Springer, vol. 21(1), pages 1-28, December.
    12. Yuetao Yang & Bushra Tufail & YunQian Zhang & Aisha Khan, 2026. "Linking strategic green supply chain practices, upcycling, and innovation with sustainable entrepreneurship: the role of green leadership in construction industry," International Entrepreneurship and Management Journal, Springer, vol. 22(1), pages 1-20, March.
    13. Ina Keçi & Luis Miguel López‐Bonilla & Jesús Manuel López‐Bonilla, 2026. "Social Capital, Culture, and Commitment to Sustainability Among Small‐ and Medium‐Sized Enterprises," Sustainable Development, John Wiley & Sons, Ltd., vol. 34(S2), pages 1182-1202, March.
    14. Ameer, Farah & Khan, Naveed R., 2023. "Green entrepreneurial orientation and corporate environmental performance: A systematic literature review," European Management Journal, Elsevier, vol. 41(5), pages 755-778.
    15. Mohammad Rashed Hasan Polas & Asghar Afshar Jahanshahi & Mohammad Ekramol Islam & Ahmed Imran Kabir & Abu Saleh Md. Sohel‐Uz‐Zaman & Abdullah Al Fahad, 2025. "A Journey From Traditional Supply Chain Processes to Sustainability‐Oriented Blockchain Supply Chain: The Critical Role of Organizational Capabilities," Business Strategy and the Environment, Wiley Blackwell, vol. 34(3), pages 3522-3543, March.
    16. Sourav Mondal & Saumya Singh, 2025. "A bibliometric and thematic analysis of green entrepreneurship in business research: current status and future research directions," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 27(1), pages 67-139, January.
    17. Ning Liu & Haiqing Hu & Zhaoqun Wang, 2022. "The Relationship between Institutional Pressure, Green Entrepreneurial Orientation, and Entrepreneurial Performance—The Moderating Effect of Network Centrality," Sustainability, MDPI, vol. 14(19), pages 1-24, September.
    18. Jun Ma & Chia-Yang Lin & Purevdulam Altantsetseg & Massoud Moslehpour, 2025. "Optimizing sustainable performance through green entrepreneurial orientation, market orientation, green supply chain management practices, environmental dynamism, and resource capabilities: evidence from technological firms," International Entrepreneurship and Management Journal, Springer, vol. 21(1), pages 1-24, December.
    19. Mengna Zhang & Atif Aziz & Amena Sibghatullah & Vasila Yarashova, 2025. "Green supply chain practices and leadership factors shaping sustainable entrepreneurship and business advantage through evolving sustainable attitudes," International Entrepreneurship and Management Journal, Springer, vol. 21(1), pages 1-21, December.
    20. Chen, Ping & Xi, JunYa & Li, Yuming & Ozturk, Ilhan & Ullah, Sana & Hafeez, Muhammad, 2024. "How do mineral resources trade and financial development affect green entrepreneurship in resource-rich economies?," Resources Policy, Elsevier, vol. 88(C).
    21. Shivani Shivani & Seema Sharma & Shveta Singh, 2025. "Linking Green Entrepreneurial Orientation to Sustainable Firm Performance: Insights From a Mixed Method Study," Business Strategy and the Environment, Wiley Blackwell, vol. 34(8), pages 10313-10348, December.
    22. Ilona Skačkauskienė & Juliana Smirnova, 2022. "Review of Possibilities for Evaluating the Performance of an Organization in the Aspect of Greenness," Energies, MDPI, vol. 15(19), pages 1-18, September.
    23. Trujillo-Gallego, Mariana & Sarache, William & Sousa Jabbour, Ana Beatriz Lopes de, 2022. "Digital technologies and green human resource management: Capabilities for GSCM adoption and enhanced performance," International Journal of Production Economics, Elsevier, vol. 249(C).
    24. Nha Minh Nguyen & Tu Thanh Hoai & Hien Van Vo & Nguyen Phong Nguyen, 2023. "Digital approach toward environmental sustainability in supply chains: Evidence from Vietnamese firms," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(5), pages 3303-3317, October.
    25. Heba Mohamed Adel, 2021. "Mapping and Assessing Green Entrepreneurial Performance: Evidence from a Vertically Integrated Organic Beverages Supply Chain," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 7(1), pages 78-98, January.

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