The Driving Mechanisms Behind Green Entrepreneurial Orientation

ABSTRACT As environmental challenges intensify, an increasing number of businesses are adopting green entrepreneurial strategies to drive environmental innovation and balance corporate practices with sustainability goals. This study investigates the key drivers of green entrepreneurial orientation by applying the ability, motivation, and opportunity (AMO) model. The analysis considers five antecedent factors (coercive pressure, normative pressure, mimetic pressure, environmental commitment, and innovative capability), which represent the dimensions of opportunity, motivation, and ability of the AMO model. Univariate analysis reveals that all factors with the exception of mimetic pressure positively influence green entrepreneurial orientation. Furthermore, fuzzy‐set qualitative comparative analysis (fsQCA) identifies five configurations of these factors that lead to the adoption of green entrepreneurial orientation. These results show that the combined impact of factors exceeds the influence of individual factors. This research enhances the understanding of how external pressures and internal capabilities jointly drive green entrepreneurial orientation. By utilizing the fsQCA method, the study uncovers the synergistic effects of various factors, providing a more holistic view of how businesses can successfully implement green entrepreneurship. These insights offer actionable guidance for firms and policymakers seeking to foster sustainable business practices in a dynamic and environmentally conscious marketplace.