Green Entrepreneurial Orientation and SME Growth: Serial Effects of Social Media Usage and Competitive Advantage

Despite increasing interest in sustainable entrepreneurship, limited attention has been given to how environmental practices translate into firm growth. This study addresses this gap by examining the effect of green entrepreneurial orientation on firm growth through the sequential mediating roles of social media usage and competitive advantage. Data were collected from 389 owner‐managers of manufacturing small‐ and medium‐sized enterprises (SMEs) in Ghana. The findings show that green entrepreneurial orientation has a positive effect on firm growth. While social media usage does not moderate the relationship between green entrepreneurial orientation and firm growth, it serves as a significant mediator. Competitive advantage, on its own, does not mediate this relationship; however, the results confirm a significant serial mediation effect through the combined influence of social media usage and competitive advantage. The study underscores the importance of aligning digital capabilities with strategic competencies to effectively implement green practices that enhance SME growth.