Green entrepreneurial orientation, green marketing orientation, SMEs resilience amidst COVID-19: the moderation role of network ties

The purpose of this study is to investigate the impact of green entrepreneurial orientations and green marketing orientations on the resilience of small and medium enterprises (SMEs) amidst the COVID-19 pandemic. Furthermore, it explores the mediating role of innovative capabilities and the moderating role of network ties between these relations. A quantitative research approach was used and data were collected from 450 managers and owners from different SMEs in China. By using a purposive sampling technique. Data was collected by using a structured questionnaire. After gathering the data, the proposed relationships were tested by analyzing it through structural equation modeling (SEM). The findings of the study showed that green entrepreneurial orientation and green marketing orientation have a significant impact on SMEs' resilience. Furthermore, innovative capabilities significantly mediate the relationship between green entrepreneurial orientation, green marketing orientation, and SMEs resilience. Additionally, network ties significantly moderate the connections between independent variables (IVs) and dependent variables (DV). This study contributes to the existing body of literature by examining the relationships between green entrepreneurial orientations, green marketing orientation, innovative capabilities, network ties, and the resilience of SMEs in the context of the COVID-19 pandemic. The findings provide practical implications for SME managers, policymakers, and entrepreneurs, offering insights to enhance sustainability and resilience. Moreover, this study contributes to theoretical knowledge by highlighting the mediating role of innovative capabilities and the moderating role of network ties in the examined relationships.