Green effectual orientations to shape environmental performance through green innovation and environmental management initiatives under the influence of CSR commitment.

This study elaborates the concept of green effectuation orientations (GEOs) to enhance the environmental performance of entrepreneurial SMEs based in the Jiangsu province of China. For this purpose, we collected the data from 328 employees of entrepreneurial SMEs via a survey and analyzed it through SEM. We evaluated the GEO concept on mindset and action-based views to operationalize the construct with all subdimensions fully. Our study illustrates some unexplored domains of entrepreneurship research and comes up with the findings that (GEOs) are positively correlated with environmental performance (EP), green innovation performance (GIP), and environmental management initiatives (EMI). Additionally, the findings of this research also unveil that EMI and GIP pave the way for EP, as both mediate the relationship between GEO and EP. Last but not the least, this research study also explained the effective mechanism through which CSR commitment as a moderator can affect the relationship between GEO and EP. The findings of this study expand the spheres of effectuation theory and come up with several exciting theoretical and managerial implications. Besides, it is the first of its kind to demonstrate that GEO could enhance GIP, EMI, and EP.