The driving path of green entrepreneurial orientation from a configuration perspective.

Abstract

Based on institutional theory and upper echelons theory, this paper explores the causal and complex driving mechanisms of green entrepreneurial orientation (GEO) from the perspective of configuration. Using 356 sample cases through fuzzy set qualitative comparative analysis (fsQCA), the results show that (1) the reasons for enterprises to choose GEO are the result of six elements, and the path leading to enterprises to choose GEO is not the only one; (2) there are three types of groups that generate high GEO: institutional pressure-driven, moral responsibility-driven and internal profit-driven. Normative pressure plays a general role in generating high GEO; and (3) there is asymmetric relationship between high GEO and non-high GEO, and incentive regulation pressure has nothing to do with non-high GEO. The absence of environmental benefit awareness is related to non-high GEO. The findings of this study expand research on the driving factors of GEO, help managers and regulators understand how to enhance GEO from institutional and cognitive perspectives.