The influence of Green Marketing Orientation and Innovation capability on Sustainable Performance among SMEs in Kaduna metropolis

Abstract

This study investigates the influence of Green Marketing Orientation and Innovation Capability on Sustainable Performance among SMEs in Kaduna Metropolis, Nigeria. Drawing on Stakeholder Theory and the Resource-Based View, the research explores both direct and mediated relationships across three dimensions of Internal green marketing orientations (IGMO), Strategic green marketing orientation (SGMO), and Tactical green marketing orientation (TGMO). A cross-sectional survey design was adopted, and data were collected from 382 valid responses using structured questionnaires administered to SME owner-managers. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed for data analysis. The findings reveal that Strategic Green Marketing Orientations significantly enhances sustainable performance, both directly and through innovation capability. Tactical Green Marketing Orientations also influences performance indirectly via innovation, while Internal Green Marketing Orientations shows no significant direct or mediated effect. Innovation capability emerged as a key driver of sustainability outcomes, supporting the Research Base View's emphasis on internal resources. These results highlight that while Small Medium Enterprises SMEs engage in various green initiatives, only those embedded in strategic frameworks and linked to innovation lead to meaningful sustainability gains. The study concludes that Small Medium Enterprises SMEs must move beyond isolated green efforts and invest in innovation-oriented strategies to achieve long-term environmental, economic, and social performance. Practical and theoretical implications are discussed, offering insights for policymakers, Small Medium Enterprises SME managers, and sustainability advocates in emerging markets.