The effect of environmental sustainability orientations and entrepreneurial orientations on the performance of greenhouses

Abstract

This research aimed to explore the effect of environmental sustainability and entrepreneurial orientations on the performance of greenhouses in Iran. It is a sort of descriptive-correlational research conducted by the survey methodology. The data collection instrument was a questionnaire whose validity was checked by a panel of entrepreneurship and environment experts, and its reliability was estimated by conducting a pilot study and calculating Cronbach’s alpha (α = 0.88–0.91). The statistical population was composed of all greenhouse units in Mahallat County in Markazi province, Iran (N = 405). The sample size was determined to be 197 greenhouses by Krejcie and Morgan’s table. The independent variables included environmental sustainability orientations (including the dimensions of environmental knowledge and awareness, practices, and commitment) and entrepreneurial orientation of greenhouse managers (including the dimensions of innovation, proactiveness, and risk-taking), and the dependent variable was the performance of greenhouses (including the dimensions of increasing customers, increasing sales, and increasing profitability). The results of structural equation modeling showed that the dimensions of environmental sustainability orientations and entrepreneurial orientations of the greenhouse managers were decisive factors in the performance dimensions of the greenhouses. Furthermore, the entrepreneurial orientations had a positive and significant effect on the environmental sustainability orientations.