Linking green entrepreneurial orientation and green market orientation to firm sustainability performance: a three-level meta-analysis

The literature on sustainable development and entrepreneurial studies has well-documented the effect of green entrepreneurial orientation and green market orientation on firm sustainability performance. Although several studies have shown that green entrepreneurial orientation and green market orientation are positively related to firm sustainability performance, others have established either a non-significant correlation or a negative relationship between these two variables. Using the PRISMA framework, we developed a three-level meta-analytic model to test how and when green entrepreneurial orientation and green market orientation affect firm sustainability performance. Specifically, we incorporated the Global Sustainable Competitiveness Index and research design as potential moderators in our three-level meta-analytic model. In total, 57 studies involving 35,394 participants and 124 effect sizes were systematically identified through a comprehensive literature search. Our results showed a significant positive relationship between green entrepreneurial orientation and firm sustainability performance was .851 (Estimate = .38, k = 39, N = 10,483, 95% CI [.32; .44], p < .001]). Likewise, green market orientation had a significant positive of .39 on firm sustainability performance (k = 42, N = 12,314, 95% CI [.34; .44], p < .001]). Additionally, we found no evidence that the study characteristics explain the heterogeneity in effect sizes across studies. Unexpectedly, we also found no evidence that the moderator variables explain the heterogeneity in the effect sizes across studies. These findings underline the importance of accounting for additional moderator variables when examining the relationship between green entrepreneurial orientation, green market orientation, and firm sustainability performance.