Research On The Driving Factors Of Green Entrepreneurial Orientation And The Mechanism Of Its Effect On Firm Performance

With the rapid development of economy,the excessive consumption of resources,environmental pollution is becoming increasingly serious,the continuous deterioration of the environment has been widely concerned by the society.As the second largest economy in the world,China's environmental pollution is also becoming increasingly apparent as the economy develops.Facing the severe situation of resource constraints and serious environmental pollution,the Chinese government attaches great importance to environmental problems,puts forward the pattern of harmonious development between human and nature,and implements the concept of green development.The attention of government and society to the environment makes enterprises realize that economic development can not be at the expense of the environment,and it is imperative to change from traditional economy to green economy.The impact of entrepreneurship on the environment has two sides.It may be the main body that destroys the environment and consumes resources,and it may also provide innovative solutions to solve environmental problems.Therefore,academia and practice began to pay attention to the potential of green entrepreneurship in environmental protection.At present,the business philosophy of taking economic benefits as the only goal is no longer applicable.More and more enterprises bring environmental protection into the enterprise strategic level,and realize the harmonious and win-win situation of economy and environment by pursuing ecological friendly opportunities.Green entrepreneurial orientation is the premise of green entrepreneurship.It is an overall strategic orientation with green innovation,green initiative and risk bearing.It emphasizes the identification and grasp of ecological friendly opportunities,and reflects the positive attitude of enterprises towards environmental issues.Through literature review,it is found that domestic and foreign scholars have gradually begun to pay attention to green entrepreneurial orientation and made some achievements,which has laid a good theoretical foundation for the follow-up research,but there are still many deficiencies in the existing research: first,the concept of green entrepreneurial orientation is not clear.Secondly,there is a lack of systematic research on the driving factors of green entrepreneurial orientation.Although a few studies have explored the antecedents of green entrepreneurial orientation,they often explore the linear relationship from a single perspective,and pay less attention to the multiple causal complexity of green entrepreneurial orientation.Green entrepreneurial orientation is a kind of overall strategic orientation,which is a part of the overall strategic allocation of enterprises.Its antecedents are often multiple and concurrent.Finally,although green entrepreneurial orientation takes into account environmental benefits,its core is still entrepreneurship,which is inseparable from the pursuit of economic benefits.But can green entrepreneurial orientation really improve enterprise performance? What are the mechanism and boundary conditions? These problems need to be further explored.Based on this,this study combs the relevant literature,deeply excavates the core essence of green entrepreneurial orientation,reveals the formation mechanism of green entrepreneurial orientation and the dynamic process of its "how" effect on enterprise performance,and aims to solve the following problems:(1)what is the driving mechanism of green entrepreneurial orientation?(2)Can green entrepreneurial orientation improve firm performance?(3)How to improve the performance under the guidance of green entrepreneurial orientation? What is the mechanism between them? In order to deeply analyze the above problems,this paper uses two sub studies to explore.Sub study one constructs the driving mechanism of green entrepreneurial orientation,and sub study two constructs the integration model of the mechanism of green entrepreneurial orientation on firm performance,and deeply analyzes the internal mechanism among the variables.Sub-study ?: Based on the configurational theory and the institution-based view of strategy,five factors affecting green entrepreneurial orientation are extracted,which are regulatory pressure,normative pressure,cognitive pressure,competitive intensity and slack resources.The fuzzy set qualitative comparative analysis(fs QCA)was used to analyze the data to confirm the main factors affecting green entrepreneurial orientation and the configuration effect among these driving factors.The results show that: first,there are three antecedent configurations of high green entrepreneurial orientation,the first configuration is the coexistence of regulatory pressure and slack resources,the second configuration is the coexistence of normative pressure,cognitive pressure and competitive intensity,and the third configuration is the coexistence of regulatory pressure,normative pressure and cognitive pressure.This shows that the path leading to high green entrepreneurial orientation is not unique,and the emergence or absence of any single condition is not enough to play a decisive role in green entrepreneurial orientation,and the configuration effect of multiple conditions is more predictive and explanatory.Second,there is a antecedent configuration of non-high green entrepreneurial orientation,that is,the lack of normative pressure,cognitive pressure and slack resources at the same time.Third,the configuration path between high green entrepreneurial orientation and non-high green entrepreneurial orientation is asymmetry,this is mean,the reasons leading to the high green entrepreneurial orientation are different from non-high green entrepreneurial orientation.Sub-study ?: Based on the natural resource-based view,absorptive capacity theory and contingency theory,two mediating variables,green absorptive capacity and green innovation,as well as the moderating variable,environmental uncertainty,were introduced to conduct an in-depth analysis of the internal mechanism of the relationship between green entrepreneurial orientation and firm performance using SPSS24.0 and AMOS24.0.The results show that: first,green entrepreneurial orientation has a significant positive impact on firm performance,in which green entrepreneurial orientation has a significant positive impact on both financial performance and environmental performance;Second,green absorptive capacity plays a partial mediating role in the relationship between green entrepreneurial orientation and firm performance.Third,green innovation plays a partial mediating role in the relationship between green entrepreneurial orientation and firm performance.Fourth,green absorptive capacity and green innovation play a chain mediating role in the relationship between green entrepreneurial orientation and firm performance.Fifth,environmental uncertainty plays a moderating role in the relationship between green absorptive capacity and firm performance,and between green innovation and firm performance.First of all,environmental uncertainty has a positive moderating effect on the relationship between green absorptive capacity and firm performance,in which market uncertainty and technological uncertainty have significant positive moderating effects on the relationship between green absorptive capacity and firm performance.Secondly,environmental uncertainty has a negative moderating effect on the relationship between green innovation and firm performance,in which market uncertainty has a significant negative moderating effect on the relationship between green innovation and all dimensions of firm performance,technological uncertainty has a significant negative moderating effect on the relationship between green innovation and financial performance,and has no significant negative moderating effect on the relationship between green innovation and environmental performance.This study explores the driving factors of green entrepreneurial orientation and its mechanism of action on firm performance,which is of great significance :(1)It clarifies the definition of green entrepreneurial orientation and enriches relevant studies on green entrepreneurial orientation.At present,the relevant research on green entrepreneurial orientation is still in its infancy.Looking at the existing literature,the relevant research is still scarce,so it is urgent to conduct in-depth analysis and discussion on the definition and value of green entrepreneurial orientation.Therefore,this study deeply excavates the meaning and value of green entrepreneurial orientation,and enriches relevant theories of green entrepreneurial orientation;(2)Explore the factor combination of the formation of green entrepreneurial orientation,and expand the integration model of antecedents of green entrepreneurial orientation.Exploring the influence of configuration effect under the interaction of different types of institutional pressure,competitive intensity and slack resources on green entrepreneurial orientation can provide a more macro understanding of the formation conditions of green entrepreneurial orientation and further improve the integration model of antecedents of green entrepreneurial orientation;(3)the research explores the deep relationship between green entrepreneurial orientation and firm performance,reveals the relationship between green entrepreneurial orientation and firm performance behind the concrete mechanism,the introduction of green absorption capacity and green innovation as the intervening variable between them,discuss chain intermediary role of green absorption capacity and green innovation,analysis of environmental uncertainty in green absorption capacity and firm performance,green innovation and firm performance,deeply analyze the role of green entrepreneurial orientation on firm performance path,building integrated model of green entrepreneurial orientation on firm performance,open mechanism of green entrepreneurial orientation on business performance "black box".