Purpose: In now a day, public is very much aware about the natural environment due to this awareness a significant pressure is generating on the firms to adopt green practices in their business. Many firms in now days are shifting their product innovation in green innovation. The purpose of this research is to create a theoretical model and analyzes that how green innovation is fostering through organizational green culture and green entrepreneurial orientation. Design/Methodology/Approach: The study examined the impact of organization green culture and green entrepreneurial orientation on green innovation for this purpose the paper collected data through questionnaire. The data is collected from 230 small and medium enterprises. PLS-SEM software is used to examine the data. Data on green innovation at firm level is not easily available from published record finding. Findings: The findings of the paper shows that the green organization culture has a positive impact on green entrepreneurial orientation and also a positive impact on green innovation. This research enhances the resource based view theory by showing us that the green innovation strategic is the main part of SMEs from this research we can find that. If the managers implement the green organization culture in the organization there with the help of green entrepreneurial orientation they can innovate the green product which is not only beneficial for the consumer but it also generate a huge profit for the enterprise and also not harmful for the environment. Research Limitation/Implication: This research has some limitation. If the government and the policy makers understand these limitations they can take some best decisions for the small and medium enterprises. One of the limitation of the research is the it is conducted in Pakistan. Which may hinder generalization. Another limitation is the in this research the questionnaire is given to one person. It is the response of one man. Originality/Value: The result of this study contributes to the existing literature on green organization culture, green entrepreneurial orientation and green innovation by considering green climate concern which has not been previously explored. It also contributes to the growing literature and sustainability.
Shahbano et al. (Tue,) studied this question.