Adopting a green strategy and related practices: Lessons from small food establishments in an emerging economy

The food and beverage industry is under pressure to adapt its management practices to meet consumers' heightened expectations concerning quality, food safety, and environmental sustainability. This includes addressing concerns related to waste management, plastic usage, and pollution. A survey of 376 small and medium-sized food and beverage establishments in an emerging market context was conducted to assess the influence of these companies' green market orientation on their environmental performance. Findings provide a unique theoretical contribution by examining green market orientation in terms of its underlying dimensions, offering a more nuanced view of the relationship with companies' green performance. Findings also confirm a positive relationship between businesses' green market orientation and their green performance, indicating that green practices mediate the interaction between businesses' green market orientation and their green performance. These findings highlight the need for further research to distinguish additional elements of small businesses’ conduct that could elevate their green performance. •Green market orientation is crucial perspective for developing environmentally sensitive marketing strategies. • SMMEs' green performance is influenced by the collective influence of the dimensions of their green market orientation. • F&B SMMEs' green internal practices mediate the relationship between their green customer/competitor orientation and their green performance.