In the context of diverse financial, environmental, and social issues worldwide, green market orientation (GMO), along with environmental orientation (EO), governmental support (GS), market competition (MC) and perceived organizational support for the environment (POS-E), could be a justified solution by the SME sector, as this sector holds the majority of business fields in most countries. Therefore, this study focuses on the betterment of the financial, environmental, and social performance of SME. This study also tried to advance the SDG goals 8 and 12 through the outcomes. Although this study considers the SMEs perspective of Bangladesh in the light of the Triple Bottom Line (TBL) and Natural Resource-Based View (NRBV) theories, the scenario is almost the same in other developing countries. This study collected data from 221 SMEs through a questionnaire and used a cross-sectional design, and the data were analyzed by SEM-PLS. Findings of the study showed that EO, GS, and POS-E have a significant influence on business performance, which consists of financial, environmental, and social performance. Additionally, GMOs also showed a significant positive mediating influence between EO and BP, GS and BP, and POS-E and BP. However, this study also found the moderating impact of market competition (MC) to be negligible and weakens all hypotheses. In addition to broadening the perspective of TBL and NRBV and enhancing the existing literature, insights from this study will help the SEMs, policymakers, marketing practitioners, government, and supporting organizations to create an appropriate policy and business environment for overall higher business performance.
Peris et al. (Sun,) studied this question.