How do businesses achieve sustainable success and improve the quality of products in the green competitive era?

Abstract

Many companies have paid attention to environmental preservation in recent years. Firms label their goods or services ecologically responsible, becoming a quickly growing trend. This article tries to establish the link between green elements and competitive advantage tactics to progress sustainable manufacturing. It aims to discover the relationship between green innovation, green market orientation, green entrepreneurial orientation, technology readiness, and product quality to attain sustainable business success. Employing simple random sampling, surveys were distributed via email. The present study is a quantitative analysis, and the analytical tool utilized is AMOS and smart PLS program applications. The empirical outcomes find that green factors help companies improve the quality of products and sustainable success. Also, technology readiness positively influences the quality of products and sustainable success in business. In addition, the impact of green entrepreneurial orientation on the quality of products and sustainable success is positive and significant. The findings illustrated that green market orientation is an essential factor in the quality of products and sustainable success in business. Another point is that green innovation positively affects the quality of products and sustainable success. Finally, the quality of products has significantly affected sustainable success in business.