Modelling the influencing of green entrepreneurship orientation on sustainable firm performance: a moderated mediation model

This paper aims to develop an integrated model to enhance the relationship between green entrepreneurship orientation (GEO), and sustainable firm performance to encourage sustainable consumption and production, by integrating Natural Resource Based View, and Dynamic Capability Theories with slight modification. We have approached this study through deductive reasoning, and the quantitative research approach. Structured questionnaire has been used to gather data from Green Entrepreneurs across different sectors in Ghana. The analyses have been conducted with the aid of SMART-PLS version 3.3.1 algorithm. Structural Equation Modelling technique has been used to test our hypotheses. Our results have shown that GEO drives green innovative performance, and firm performance. Moreover, green innovative capability significantly moderated the relationship between GEO, and green innovation performance. Again, green innovative performance significantly mediated the relation between GEO, and Sustainable firm performance. In conclusion, environmental sustainability could be achieved through GE, and Environmental Innovative Performance (EIP). Likewise, Green dynamic capability could be used to strengthen the relationship between GEO, and EIP. The implications of this study include the emergence of an integrated model to enhance green entrepreneurship development and environmental sustainability, and social realisation of Sustainability Development Goals 4, 8, 12, and 13 in a developing economy context.