Abstract
This study examines the impact of green process innovation (GPI), green entrepreneurial orientation (GPO), and proactive sustainable strategy (PSS) on environmental performance (EP). Data were collected from 294 Indian agriculture technology firms. Structural equation modeling (SEM) was used to analyze the data using Lisrel 8.80. This study aimed to analyze how green entrepreneurial orientation, sustainability strategies, and green process innovation improve the environmental performance of agricultural technology firms. The results show that green process innovation, sustainability strategy, and entrepreneurial orientation play a significant role in enhancing agricultural technology firms’ environmental performance. Agricultural technology firms achieve high environmental performance primarily through strategy or sustainability. In every green process, innovation is crucial and essential. This research offers several practical implications that can be utilized by managers of agricultural technology firms to develop systems with cleaner production techniques in agribusiness. The novelty of the study lies in analyzing the direct relationships among green entrepreneurial orientation, strategy, and innovation in promoting the environmental performance of agricultural technology firms by drawing data from an agriculturally oriented developing country such as India.
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