Green Strategic Orientation and Venture Performance in SMEs: The Mediating Role of Opportunity Recognition

Document Type : Original Article

Authors
Omid Behboodi 1
Mojtaba Poursalimi 2
Ahmad Nategh Golestan 3
1 , Department of Business Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad,
2 Department of Management, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
3 Department of Business Management, Mashhad Brannch, Islamic Azad University, Mashhad, Iran
10.22034/eiat.2026.238705
Abstract
This study investigates the impact of market orientation and green entrepreneurship orientation on the venture performance of small and medium-sized enterprises (SMEs), with opportunity recognition as a mediating variable. The research is applied in purpose and survey-based in its implementation method. The statistical population consisted of managers of SMEs in Mashhad. Using Klein's rule of thumb, a sample size of 210 was determined (10 times the 21 questionnaire items). Data were collected using standard questionnaires from Habib (2020) and Anwar et al. (2022). Face validity was assessed by experts, while convergent and discriminant validity were confirmed through factor analysis. Reliability was measured using Cronbach's alpha and composite reliability, with an overall Cronbach's alpha of 0.924, indicating high reliability.
Data analysis was performed using structural equation modeling (SEM) with SmartPLS3 software. The results demonstrated that both market orientation and green entrepreneurship orientation have a significant positive effect on opportunity recognition. Furthermore, opportunity recognition and green market orientation were found to significantly enhance venture performance. Finally, the mediating role of opportunity recognition in the relationship between market orientation/green entrepreneurship orientation and venture performance was also confirmed to be significant.
Keywords
Green Market Orientation
Green Entrepreneurship Orientation
Opportunity Recognition
Venture Performance
Subjects
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