Are small and medium enterprises beneficial from the adoption of green market orientation under the intensity of market competition? A strategic alignment perspective

Abstract There is limited knowledge regarding whether market competition (MC) influences the adoption of green orientation (GMO) by small and medium enterprises (SMEs). Moreover, there no clear understanding strategic alignment between differentiation strategy (DS) GMO MC accounts for these enterprises’ financial performance (FP). This study aims to draw on contingency theory natural resource-based view shed light questions proposing a research model, which demonstrates relationship mediating effects DS MC, GMO, respectively, FP. Data were collected from 172 SMEs that are currently operating in Vietnam. The partial least square structural equation modelling technique was executed examine model. results reveal intensity adopt GMO. Furthermore, it also shown fully mediates provides four significant contributions environmental management theory. In addition, this crucial practical implications