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<p>Although sustainability forces on companies are gaining momentum, the relationships among green market orientation, green innovation, sustainable competitive advantage, and sustainable business performance remain insufficiently synthesized. This review addresses the role of green market orientation and green innovations for sustainable competitive advantage and sustainable business performance, highlights research gaps and suggests future research directions. A thorough search in Scopus and EBSCOhost was carried out, and 58 peer-reviewed articles were selected for analysis since 2011. The articles were identified, screened and assessed for eligibility according to PRISMA 2020 protocols. The selected articles come from 19 countries and involve 74% quantitative, 11% qualitative, and 15% mixed-methods designs. Descriptive trends, levels of analysis, theoretical bases, geographic distributions, and patterns of subject areas were analyzed using narrative synthesis. Empirical findings from previous studies indicate that green market orientation is positively associated with green innovation and sustainable competitive advantage, with sustainable business performance and organizational culture mediating these relationships. Strategic and internal green market orientation practices are always linked to better environmental and economic results, whereas green product and process innovations reinforce firms’ competitive positions. Although the current literature indicates growing attention to climate action worldwide, there is minimal concern regarding carbon neutrality and net-zero strategies. The focus of research is still on the economies of Asian countries, and a significant part of the investigations does not have a clear theoretical background. This review offers synergized insights into the role of green market orientation and green innovation in sustaining competitiveness based on sustainability and outlines notable gaps in theory, methods, and context. Further analyses should concentrate on specific carbon-neutral business models, high-emission industries (e.g., steel, textiles, and cement) and multilevel theories (e.g., resource-based views and dynamic capabilities).</p>

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Linking green market orientation, green innovation, and business sustainability: a systematic review and future research directions

  • 期刊论文

  • 发表日期：

    2026年7月30日

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  • Rupam Chowdhury,
  • Imranul Hoque

摘要

Although sustainability forces on companies are gaining momentum, the relationships among green market orientation, green innovation, sustainable competitive advantage, and sustainable business performance remain insufficiently synthesized. This review addresses the role of green market orientation and green innovations for sustainable competitive advantage and sustainable business performance, highlights research gaps and suggests future research directions. A thorough search in Scopus and EBSCOhost was carried out, and 58 peer-reviewed articles were selected for analysis since 2011. The articles were identified, screened and assessed for eligibility according to PRISMA 2020 protocols. The selected articles come from 19 countries and involve 74% quantitative, 11% qualitative, and 15% mixed-methods designs. Descriptive trends, levels of analysis, theoretical bases, geographic distributions, and patterns of subject areas were analyzed using narrative synthesis. Empirical findings from previous studies indicate that green market orientation is positively associated with green innovation and sustainable competitive advantage, with sustainable business performance and organizational culture mediating these relationships. Strategic and internal green market orientation practices are always linked to better environmental and economic results, whereas green product and process innovations reinforce firms’ competitive positions. Although the current literature indicates growing attention to climate action worldwide, there is minimal concern regarding carbon neutrality and net-zero strategies. The focus of research is still on the economies of Asian countries, and a significant part of the investigations does not have a clear theoretical background. This review offers synergized insights into the role of green market orientation and green innovation in sustaining competitiveness based on sustainability and outlines notable gaps in theory, methods, and context. Further analyses should concentrate on specific carbon-neutral business models, high-emission industries (e.g., steel, textiles, and cement) and multilevel theories (e.g., resource-based views and dynamic capabilities).