Greening the RMG sector: Linking Entrepreneurial Orientation, Eco-Innovation, Strategy, Technology Turbulence, and Female Employee Performance

Drawing on the Natural Resource-Based View (NRBV) and Contingency Theories (CT), this study examines the impact of green entrepreneurial orientation on green performance, the mediating role of environmentally friendly innovation, and the moderating effects of green innovation strategy and environmental technology turbulence. Data were collected through purposive sampling, with 368 female employees from Bangladesh's readymade garment industry surveyed. Partial least squares structural equation modelling (PLS-SEM) and necessary condition analysis (NCA) were used to test the hypothesised model. The results supported the hypotheses: green entrepreneurial orientation was positively linked to green performance. The study also revealed a significant and positive nexus between green entrepreneurial orientation and environmentally friendly innovation, as well as between environmentally friendly innovation and green performance. It demonstrates that green entrepreneurial orientation influences green performance via environmentally friendly innovation. Additionally, it confirms the moderating effect of green innovation strategy on the relationship between environmentally friendly innovation and green performance. Lastly, the study shows that ETT moderates the GEO-GP relationship. This research is unique because it is among the first to hypothesize and extend the application of NRBV and CT theories within the field of green performance. Its originality helps fill existing gaps in the literature by enriching the body of knowledge from an emerging economy perspective. Consequently, it offers several innovative recommendations to policymakers, owners, and managers on integrating green entrepreneurial orientation, environmentally friendly innovation, a green innovation strategy, and environmental technology turbulence to achieve green performance and advance the Sustainable Development Goals (SDGs).
Keywords Green entrepreneurial orientation, environmentally friendly innovation, green innovation strategy, environmental technology turbulence, green performance, Natural resource-based view theory, contingency theory