Innovate or perish: can green entrepreneurial orientation foster green innovation by leveraging green manufacturing practices under different levels of green technology turbulence?

Purpose While the significance of green entrepreneurial orientation (GEO) has been acknowledged, it is still not fully understood how GEO influences green innovation (GI). Depending on the natural resource-based view (NRBV), the practice-based view (PBV) and contingency theory (CT), the authors explore how GEO affects GI via green manufacturing practices (GMPs) and the moderating role of green technology turbulence (GTT). Design/methodology/approach Using the data gathered from large firms in Yemen, the suggested model was tested through hierarchical regression analysis using the PROCESS Macro in SPSS. Findings The empirical results reveal that GEO is positively related to GMP, which in turn is positively related to GI. Importantly, GMP mediates the link between GEO and GI. The results also demonstrate that GTT positively moderates the GEO-GI link. Originality/value This study makes a valuable contribution to the existing literature on sustainability and holds significant importance for managers seeking to enhance their understanding of utilizing GEO for fostering GI.