The impact of green entrepreneurial orientation on supply chain learning: the mediating role of TQM

Purpose Small and medium-sized enterprises (SMEs) increasingly face pressure to integrate sustainability into their operations, yet many struggle to align entrepreneurial green initiatives with effective supply chain practices. This study aims to develop a comprehensive model examining how Green Entrepreneurship Orientation (GEO) influences Supply Chain Learning (SCL), with a focus on the mediating role of Total Quality Management (TQM). By uncovering this mediation, the research highlights how TQM functions as a critical mechanism linking proactive green entrepreneurial behaviors to enhanced organizational learning and sustainable supply chain performance. Design/methodology/approach GEO, SCL, and TQM are assumed as the independent, dependent, and mediating variables, respectively. The variables were determined based on a literature review, and a model was developed accordingly to assess the impact of the variables. A questionnaire has been designed and distributed to 150 quality managers of SMEs in the Jey Industrial Town in Isfahan province, Iran. Structural Equation Modelling (SEM) has been used for statistical analysis. Findings GEO had an impact value of 0.456 on SCL and 0.531 on TQM. Also, TQM had an impact value of 0.464 on SCL. Findings confirmed the mediating role of TQM in the relationship between GEO and SCL. Practical implications This study highlights how GEO enhances SCL through TQM, offering managers actionable insights to boost sustainable performance management. Originality/value This pioneering study introduces TQM as a novel mediating mechanism between GEO and SCL, addressing a critical theoretical gap in sustainable supply chain literature.