Harnessing green entrepreneurial orientation for sustainable agribusiness success: the mediating role of green technology dynamism on performance outcomes

Purpose The primary insight from this study is that green entrepreneurial orientation (GEO) significantly enhances Pakistan's agribusiness sector, driving sustainable economic, financial and environmental outcomes. This study examines how GEO affects the economic, financial and environmental performance (EnvP) of Pakistan's agribusiness sector. It assesses the mediating role of green technology (GT) dynamism and highlights the foundational role of green practices in sustainability. The study shows that green entrepreneurship links improved sector performance with environmental protection. Design/methodology/approach A quantitative approach was used, collecting data via questionnaires from 250 executives: 200 online surveys (189 completed) and 61 face-to-face. SPSS 23.0 and AMOS 24.0 enabled analysis with descriptive statistics, confirmatory factor analysis and regression. This approach effectively tests Ecological Modernization Theory (EMT) by quantitatively assessing the interplay between entrepreneurial orientation and technological dynamism, thereby providing rigorous statistical evidence for the theory's claims. Findings GEO benefits economic, financial and environmental performances. GT dynamism further increases these benefits. Research limitations/implications Theoretically, this study enriches the EMT by demonstrating how GEO & GTD act as pivotal elements in enhancing performance within the agribusiness sector. It substantiates the theory's proposition that environmental improvements and economic growth are achievable concurrently through strategic green practices and technological advancements. This research contributes a novel understanding of how agribusinesses can integrate ecological concerns with economic objectives, broadening the applicability of EMT in a sector critical for global sustainability. Originality/value This is the first systematic review of GEO and performance in Pakistan's agribusiness. It supports EMT, showing that technology helps solve environmental issues and gives evidence of positive links between green orientation and performance. The study stresses aligning GEO and technological advancement for sustainable agribusiness, offering insights for entrepreneurs and managers.