Work

A Conceptual Framework for Green Entrepreneurial Orientation and Sustainable Business Performance in Emerging Asian Markets

Year: 2025

Type: article

Abstract: The rise of startups in Indonesia and Malaysia highlights their crucial role in fostering sustainability, innovation, and economic resilience. However, these startups face significant challenges, including resource constraints, complex regulatory environments, and limited access to green financing. Addressing these challenges is essential for achieving a competitive advantage and fostering long-term resilience. This conceptual paper develops a theoretical framework grounded in the Resource Advantage Theory of Competition (RAToC) to explain how Green Entrepreneurial Orientation (GEO) influences Sustainable Business Performance (SBP). The study integrates Green Innovation Capability (GIC) and Positional Advantage (PA) as mediators, while Strategic Green Marketing Orientation (SGMO) acts as a moderator. By focusing on Indonesia and Malaysia, this research bridges gaps in the literature and offers practical insights for policymakers, investors, and entrepreneurs in emerging economies.

Source: PaperAsia

DOI: 10.59953/paperasia.v41i2b.418

Authors: Kesi Widjajanti, Isma Addi Jumbri, Mohd Syaiful Rizal Abdul Hamid, Rohmini Indah Lestari, Gilang Puspita Rini, Mohammed Hariri Bakri

Institutions: Universitas Semarang, Universiti Teknikal Malaysia Melaka, Muria Kudus University

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Industry, innovation and infrastructure, Decent work and economic growth

Open Access status: diamond

Funder: Universiti Teknikal Malaysia Melaka