How do green market orientation, green innovation and leadership styles interact for green new venture creation among family-owned enterprises?

Purpose Drawing on stakeholder theory and leader-member exchange theory, the study examines how a firm's tactical green market orientation – the implementation of eco-friendly marketing tactics – influences green innovation and, in turn, results in successful green new venture creation under different leadership styles. Design/methodology/approach Data were collected from family-owned micro, small and medium enterprises (MSMEs) involved in green initiatives in Oman using snowball sampling and analyzed to test the proposed model using partial least squares structural equation modeling in Smart PLS version 4.1.1.8. Findings The findings revealed that tactical green market orientation positively influences green innovation, and green innovation positively influences green new venture creation. Green innovation significantly mediates the relationship between tactical green market orientation and green new venture creation. Finally, the study found a positive but insignificant moderating impact of leadership styles on the associations of tactical green market orientation, green innovation and green new venture creation. Originality/value The results highlight the crucial interplay among tactical green market orientation, green innovation and hybrid leadership styles in promoting sustainable new venture creation in the unique context of family-owned MSMEs. The study offers theoretical and practical implications for family business stakeholders and policymakers in Oman, emphasizing the role of family-owned MSMEs in advancing sustainable industrial innovation and responsible business practices aligned with the SDGs. This investigation aligns with the United Nations Sustainable Development Goals (SDG 9 and 12) by highlighting how sustainable green marking practices and green innovation in small businesses contribute to a resilient industry and responsible production.