A Serial Mediation Model of the Relationship Between Green Transformational Leadership and Green Market Orientation: The Role of Green Intellectual Capital and Green Adaptive Ability

Previous studies have primarily focused on the outcomes of green market orientation (GMO). Therefore, the current work aims to explore the driving forces of GMO. To this end, the serial mediation role of green intellectual capital (GIC) and green adaptive ability (GAA) in the relationship between top management's green transformational leadership and the enterprise's GMO was investigated. Data were collected using a survey method from 302 small and medium‐sized enterprises (SMEs) operating in the manufacturing sector of Türkiye and analyzed using the SmartPLS 4 analysis program. The findings demonstrate that GTL, GIC, and GAA are important antecedents of GMO. Additionally, the results confirm the serial mediation roles of GIC and GAA in the relationship between GTL and GMO. In the absence of integrative research, this work makes new contributions to theory and practice by providing a rich explanation and assessment of how GTL impacts GMO through GIC and GAA.