Market orientation and green technology adoption in agricultural enterprises: A serial mediation model of organizational learning capability and policy utilization capability

The green transformation of agriculture is essential for sustainable development. Yet the adoption of green technologies by agricultural enterprises remains low. We investigated how market orientation (MAR) affects enterprises' willingness to adopt green technologies (ADO) via the serial mediation of organizational learning capability (LEA) and policy utilization capability (POL). We tested our model using survey data from 376 agricultural enterprises in Henan Province of China. Structural equation modeling (SEM) with bootstrap test of mediation was used. Factor-score results indicated that MAR has a positive direct effect on ADO (β = 0.174, p = 0.002). LEA (β = 0.335) and POL (β = 0.324) also independently mediate the MAR–ADO relationship. More importantly, the serial mediation path MAR → LEA → POL → ADO is significant (indirect effect = 0.121, 95% BC CI [0.077, 0.182]) and explains about 20% of the total effect. The total indirect effect (0.439) accounts for 71.6% of the total effect, indicating that market orientation operates primarily through capability-building channels rather than direct market pressure alone. By reconceptualizing policy engagement from passive perception to active organizational capability, this study integrates dynamic capability theory with institutional theory. Robustness checks (alternative scoring, a 10,000-replication bootstrap, extended control variables, and subgroup analysis) confirm these findings for the serial mediation pathway and the total effects. For managers, investment in learning routines is necessary; for policymakers, capacity-building programmes should be accompanied by policy incentives to enhance adoption willingness.