A Mediating Effect of Green Market Orientation on the Environmental Performance: From a Literature Review to a Conceptual Framework

Abstract

Academic and business interest in sustainability and green practice has grown up considerably in recent years. Entrepreneurial orientation and market orientation are the two most researched issues in the SME sector. Instead, the business has proven a direct and indirect effect on our mother nature, which is not in favour of the environment. Even the SME sector and environmental issues are very closely related to upcoming challenges and opportunities for Bangladesh. So depending on previous studies, this paper presented a way of the better environmental performance of the SME sector that is positively influenced by green entrepreneurial orientation. Side of that, this paper also focused on the mediating effect of green market orientation. The main purpose of this paper can divide into two categories. One is a details literature view on the topics, and another is a conceptual framework for this research field. This study provides insights and suggestions from previous researches for government and a related organization, including business firms of the SME sector. The study also covers the significant outlines and reviews in this field. Further, it explores specific features of green practices in SME as well as limitations of present research; but it helps to stimulate further study.