The effect of environmental pressure on the firm performance with an emphasis on green technology selection (case study: small and medium-sized enterprises of chemical paint production)

Firm performance is one of the most important criteria for evaluating their success . Given the fact that in recent decades concerns about the environment have increased , small and medium - sized enterprises should implement methods to improve their performance in this area. One of the methods is selection and deployment of green technologies . his concept has grown in recent years and many organizations have used it as an environmental strategy. Considering the fact that the most important issue for any organization is to improve revenue and profitability , green technology can take an important step in this direction by reducing energy consumption, waste reduction and increase in efficiency. The purpose of this work is to investigate the effect of environmental pressure on the firm performance with an emphasis on selection of green technology. Data are collected through the questionnaire and 75 samples from managers of small and medium-sized enterprises of chemical paint production . For testing the conceptual model , structural equation modeling based on partial least squares method is used . The results of this research show that pressure of macroeconomic circumstances has the most influence on the selection of the green technology , hence improving the environmental performance leads to growth in firm performance. It is anticipated with increasing the pressure of macroeconomic circumstance and government support , industries have tendency to selection of green technology.