The Role of Green Technology to Identify Green Market Orientation and Green Performance: Implications for SME Open Innovation

The purpose of this study is to ascertain how green technology functions as a moderating factor between the influence of green marketThe purpose of this study is to ascertain how green technology functions as a moderating factor in the relationship between the impact of a green market orientation and green performance, which includes both environmental and green economic performance. This study makes use of survey data from 157 SMEs. SEM-PLS was used to examine the hypothesis testing. This study demonstrates that the beneficial effects of a green market orientation on environmental performance can be mitigated by green technology. The impact of a green market orientation on the success of the green economy can also be mitigated by
green technology. Based on the research findings, SMEs can enhance their cost efficiency by implementing green technology more extensively, which can decrease environmental effects and boost productivity. Applying sustainability principles is necessary for SMEs with a green market orientation to enhance their environmental performance