The nexus of technology orientation and green innovation performance: The potential mediating role of innovation capability

This investigation explores the influence of technology orientation and innovation capability on the green innovation performance among small and medium-sized enterprises (SMEs) in Pakistan, utilizing a quantitative research method. Data were gathered from a variety of demographic databases, and structural equation modeling was employed to examine the impact of these factors on SMEs' business performance. Central to this study is the development of a research model that elucidates the interconnections between technology orientation, innovation capability, and green innovation performance. Through a survey conducted among 298 owners and managers of manufacturing firms, the study leverages Partial Least Squares Structural Equation Modeling (PLS-SEM) for its analysis. Findings indicate that technology orientation and innovation capability significantly contribute to enhancing green innovation performance in SMEs, thereby facilitating a competitive advantage. The investigation underscores the importance of bolstering innovation capabilities to fortify SMEs' competitive positioning.