GREEN ENTREPRENEURIAL ORIENTATION AND FIRM PERFORMANCE IN SOUTH AFRICA

The aim of the study was to investigate the impact of green entrepreneurial orientation (GEO) on the sustainable performance (SP) of firms in the context of the hospitality sector. Sustainable performance was measured by financial, environmental and social indicators. The study utilised the quantitative research approach and the causal research design. The cross-sectional survey method was used for data collection. Questionnaire was distributed to 500 owner/managers of formal hotels and guest accommodations in South Africa. 192 respondents participated in the survey. Descriptive statistics and the structural equation modelling were used for data analysis. The Cronbach's alpha was used as the measure of reliability. The results indicated a significant positive relationship between GEO and financial, environmental and social performance. The findings of the study can assist firms in the hospitality sector understand firm-level factors that can impact on sustainability initiatives.