Impact of green market orientation, information and communication technology use, and knowledge sharing on green innovation and green brand equity

This study focuses on testing whether green market orientation (GMO), information and communication technology (ICT) use, and knowledge sharing have any effect on green innovation and green brand equity. The required data was gathered based on a structured survey being administered to the managers and owners of various small and medium enterprises (SMEs) in the United Arab Emirates (UAE). During the data gathering process, a convenience sampling technique was used to ensure that the required sample size was reached. In total, 206 usable questionnaires were received from the respondents. Furthermore, the SmartPLS software was utilized for data analysis and drawing conclusions. The findings verified that knowledge sharing and ICT use positively affect green innovation and green brand equity. The analysis also confirmed that green market orientation positively influences both green innovation and green brand equity. These outcomes contribute to the empirical literature on green brand equity and provide valuable implication for policy makers in SMEs to thrive in today’s business markets.