The The Interplay of Tactical Green Marketing Orientation and Service Innovation Capability on Sustainable Business Performance

Sustainable business performance has gained significant attention in today’s landscape. Increasing global apprehension regarding environmental issues is compelling organizations to align with sustainable development principles (Khan, Ahmad, et al., 2023). This study examines the direct and indirect effects of stakeholder pressure, tactical green marketing orientation, service innovation capability on five specific SME sectors. A web-based questionnaire was administered 233 representatives from selected industries using resource-based view theory stakeholder’s theory. Path modeling Partial Least Squares (PLS) 4.0 used analyze data assess research hypotheses. The results indicate that pressure influences tactics. In addition, orientation moderates relationship between performance. contrast, contributes better comprehending a company’s performance, thereby providing managers valuable insights for enhancing