Linking entrepreneurial orientation to sustainable performance: the mediating role of green innovation

This study examines the impact of entrepreneurial orientation on sustainable performance and the mediating effect of green innovation. The current study uses a quantitative methodological approach with survey data from 162 hotels in India. Using JASP software, a mediation analysis was conducted to analyse data. Findings show that: 1) entrepreneurial orientation is a significant positive impact on environmental and economic performance; 2) green innovation has a positive mediating effect between entrepreneurial orientation and sustainable performance. The study's outcome is to improve the higher sustainable performance in the hotel industry through entrepreneurial orientation and mediate the effect of green innovation. This research has significant implications for the hospitality field, as it shows the value and potential of green innovation in achieving sustainable performance in the hotel sector. This study contributes to the existing body of literature by investigating the possibility of a mediating variable bolstering the link between entrepreneurial orientation and sustainable performance. Additionally, this research provides a unique contribution to the field and suggests areas for future exploration. The proposed model and the determined forces of green innovation can help policymakers and hotel managers comprehend the factors that motivate adopting these practices in the hotel industry.