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.
