The Impact of Green Entrepreneurial Orientation on Agribusiness Performance: An Empirical Analysis Based on Multidimensional Green Innovation

In the context of rural revitalization, guiding agricultural enterprises towards green development is a critical pathway to achieving high-quality agricultural development. However, the mechanisms by which green entrepreneurial orientation translates into agricultural enterprise performance remain unclear. Based on the natural resource-based view, this paper aims to construct a model from a multidimensional green innovation perspective, elucidating the relationships among green entrepreneurial orientation, green innovation, and agricultural enterprise performance. The study utilizes a sample of 279 agricultural enterprises from Jiangsu, Sichuan, Shandong, Hebei, Liaoning, and Jilin provinces, gathering data through questionnaires and employing Structural Equation Modeling (SEM) for data analysis. The results indicate that green entrepreneurial orientation significantly enhances agricultural enterprise performance through green management innovation, green product innovation, and green process innovation. Specifically, green entrepreneurial orientation has a significant positive impact on agricultural enterprise performance, with a regression coefficient of 0.539, indicating that a one-unit increase in green entrepreneurial orientation leads to a 0.539-unit increase in agricultural enterprise performance. Moreover, green management innovation, green product innovation, and green process innovation play partial mediating roles in this process, with mediation effect coefficients of 0.263, 0.229, and 0.288, respectively. This study not only enriches the theoretical research on the relationship between green entrepreneurial orientation and agricultural enterprise performance but also provides substantial empirical data for government and enterprise practices. Agricultural enterprises should adopt green entrepreneurial orientation and focus on the coordinated development of various types of green innovations. It is recommended that government departments improve relevant regulatory and incentive mechanisms to support this transformation.