Does green entrepreneurial orientation impact entrepreneurial success through green innovation capability in the manufacturing and services sector of emerging economies?

Environmental concerns are rapidly becoming an essential component of successful entrepreneurship; consequently, managers at all levels have begun to acknowledge the significance of environmentally responsible innovation in achieving sustainable company performances. When it comes to mitigating the effects of environmental deterioration and fostering the growth of new businesses, the importance of the roles played by manufacturing and service industries cannot be overstated. Green innovation capabilities may impact the entrepreneurial performance of organizations in the manufacturing sector and the services sector, however, there has been little research on the relationship between green entrepreneurial approach and green innovation. As a result, the goal of this study is to evaluate the impact that a green entrepreneurial orientation has on an organization’s capacity for green innovation as well as the impact that this aptitude has on the success of entrepreneurial initiatives in China. The sample includes involvement from 300 workers in China’s manufacturing and service industries, all of whom were at different levels. The data analysis was performed using the partial least square approach, often known as the PLS-SEM. According to the study’s conclusions, the elements that have the greatest impact on business success are an entrepreneurial orientation toward sustainability and the potential for green innovation.