Title: Green entrepreneurial orientation on economic performance: the dual mediating effect of green innovation capability and green brand orientation in Indian SMEs

Authors: Pooja Goel; M. Karthikeyan; R. Manigandan; J. Naga Venkata Raghuram

Addresses: School of Business Management, Noida International University, Greater Noida, India ' Faculty of Management, SRM Institute of Science and Technology, Vadapalani Campus, Chennai, India ' Faculty of Management, SRM Institute of Science and Technology, Vadapalani Campus, Chennai, India ' VIT Business School, Vellore Institute of Technology (Deemed to be University), Vellore, Tamil Nadu – 632014, India

Abstract: This study aims to investigate the nexus of green entrepreneurial orientation (GEO) on economic performance (ENP) with a dual mediating effect of green innovation capability (GIC) and green brand orientation (GBO) in Indian manufacturing SMEs. This study is based on the natural resource-based view theory. The data was collected from 261 owners and managers of Indian SMEs. The conceptual model was analysed through structural equation modelling in SMART PLS 4 software. The study performed importance performance matrix analysis. Moreover, the results indicated that green entrepreneurial orientation has an insignificant impact on economic performance. Furthermore, more green innovation capability and green brand orientation are fully mediating between green entrepreneurial orientation and economic performance. This study makes a significant contribution to the existing literature. By emphasising green innovation and branding, SMEs can not only address environmental challenges but also strengthen their competitive advantage in the evolving market landscape. It holds enormous value for managers seeking insights into the effective utilisation of green entrepreneurial orientation in driving economic performance development.

Keywords: green entrepreneurial orientation; green brand orientation; green innovation capability; economic performance; Indian SMEs; IPMA analysis; SEM analysis.

DOI: 10.1504/IJGE.2025.149734

International Journal of Green Economics, 2025 Vol.19 No.2, pp.208 - 239

Accepted: 03 Jun 2025
Published online: 11 Nov 2025 *

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