Green Entrepreneurial Orientation and Its Impact on Green Innovation, Green Perceived Value, Green Brand Equity, And Green Purchase Decision

Abstract

Purpose – the current study aims to explore the impact of green entrepreneurial orientation on green innovation, green brand equity, and the green purchase intention of consumers. Further, in this study, the researchers have employed green market orientation (a moderator) to assess the relationship between green entrepreneurial orientation on green brand equity via green CSR.

Design/Methodology/Approach – to test the proposed hypotheses, the researchers have employed a survey method. The collected primary data was investigated for various assumptions such as normality, internal consistency, convergent, and discriminant validity. Later, the researchers have run a structural model. Further, the researchers have tested the mediation effect of green CSR on the relationship between green entrepreneurship orientation and green brand equity, and green perceived value between green product image on green purchase decisions, and the researchers have used green market orientation as a moderator of green entrepreneurship orientation to green corporate social responsibility.

Findings – In the current study the researchers found a significant and positive relationship between green entrepreneurship orientation with green marketing orientation and green brand equity. In addition, we found that green marketing orientation can bring green perceived value among the consumers and add further value to the green brand equity of the product. In the case of mediation analysis in presence of green corporate social responsibility as the mediator, in the current study, green CSR can act as a harmoniser to enhance the green brand equity of the firm’s green product. The green market orientation acts as a moderation term between green entrepreneurial orientation and green CSR.

Research limitations/Implications - The current study did not consider the other important dimensions such as green product image, green trust, willingness to pay a premium, subjective norm, attitude towards the green brand, product image, corporate image, etc. therefore, future researchers can incorporate the above-mentioned dimensions in their study. Furthermore, the current study lays the foundation for managers and researchers to demonstrate the significance of green entrepreneurial orientation to improve the perceived value of the products, build green brand equity, and finally consumers’ purchase intention.

Originality/Value – The current empirical study contributes to the limited literature available on green entrepreneurial orientation and its impact on green purchase behaviour among Indian consumers. Further, we found green market orientation a significant moderator between green entrepreneurship orientation on green brand equity mediated through green corporate social responsibility. In addition, the results of the empirical study can be applied to understand the antecedents of green brand equity and its impact on the green purchase intention of Indian consumers.