Empowering sustainability: green entrepreneurial orientation, innovative strategies, culture and operational performance

PurposeThe research purpose is to investigate the impact of green entrepreneurial orientation (GEO) on operational performance (OP) in renewable energy companies, with a particular focus on the mediating roles of green innovation strategy (GIS) and green innovation culture (GIC).Design/methodology/approachData were collected through interactive surveys with 338 middle and senior managers of renewable energy companies prioritizing sustainability. The relationships between variables were analyzed using SmartPLS and Jamovi software, which facilitates structural equation modeling.FindingsThe analysis revealed that GEO had a significant positive impact on both GIS and GIC, followed by OP. It is supported by the hypotheses that mediating variables GIS and GIC positively influence OP, and their important role in transforming entrepreneurial efforts into operational success is confirmed.Research limitations/implicationsThe research is limited to renewable energy companies and findings may not be generalizable to other sectors. Future research could expand the scope to include different industries and geographic contexts. Additionally, dimensional research studies can provide deeper insights into the long-term effects of GEO, GIS and GIC on OP.Practical implicationsThe findings suggest that renewable energy companies should encourage a strong entrepreneurial orientation towards green practices. Emphasizing innovation strategies and developing a green culture within organizations can lead to improved OP, supporting overall sustainability goals.Originality/valueThe research provides a comprehensive framework for understanding the drivers of OP in the renewable energy sector, providing a new perspective by combining GEO with innovation strategies and cultural elements. The originality of the research lies in the application of these concepts to an industry where sustainability is very important.