Investigating the effect of green entrepreneurship orientation on green supply chain management and sustainable performance: Analysis of the role of market orientation and knowledge management orientation (Case study of Mashhad Municipality)

The aim of this study was to investigate the effect of green entrepreneurship orientation on green supply chain management and sustainable performance; The role analysis of market orientation and knowledge management orientation has been done. This research is applied in terms of purpose and descriptive-correlation in terms of implementation method. The statistical population of the study is all employees of Mashhad Municipality with 480 people. The statistical sample was calculated using Morgan table of 214 people and the random sampling method was simple. The instrument used in this research is the standard Habib (2020) questionnaire with 33 questions. In order to determine the validity of the questionnaire, content validity was used with the approval of professors and experts and the validity of the structure was convergent and divergent. In this research, descriptive and inferential statistical methods using SPSS and pls software have been used to analyze the data. The results showed that green entrepreneurship orientation has a significant effect on market orientation, knowledge management and green supply chain management. Also, the impact of supply chain management on economic and environmental performance has had a significant impact. The mediating effect of market orientation and knowledge management orientation between green entrepreneurship orientation and green supply chain management was also confirmed. Finally, the effect of green entrepreneurship orientation through green chain management on sustainable performance (economic and environmental) was confirmed.