The role of social capital in the success women's Production Cooperative in Dena County

The present study was conducted to investigate the impact of green entrepreneurship orientation on the consumer's perspective and the improvement of sustainable competitive advantage.

The statistical population included 150 agricultural production cooperative companies in Khuzestan province. Based on the sampling method using Morgan's table, 111 companies were selected as a statistical sample. The data was collected using a questionnaire containing 30 questions. The structural equation model was established to explain the relationship between green entrepreneurship orientation, sustainable competitive advantage, and consumer perspective. The data were analyzed using the partial least squares method and Smart-PLS3 software. The reliability of the questionnaire was measured using Cronbach's alpha method and composite reliability coefficient. The value of both coefficients was more than 0.9 for research structures. 

Findings and conclusions:

The results indicate that green entrepreneurship orientation has a positive and significant influence on both consumer's perspective and sustainable competitive advantage. The findings confirmed the effect of green entrepreneurship orientation on consumer's perspective and sustainable competitive advantage with a path coefficient of 0.707 and 0.823, and a significance coefficient of 17.43, and 13, respectively. Furthermore, the results indicated a positive and significant effect of the consumer's perspective on sustainable competitive advantage with the influence of green entrepreneurship orientation with a significance coefficient of 2.086.

According to the findings of this study, agricultural cooperative companies can improve the economic and social performance of the company and reduce harmful environmental consequences using green entrepreneurial orientation and green innovation.