Strategic orientation and technology entrepreneurship: The mediating role of pro-environment behavior and the moderating role of intercultural communication among Indonesian Wetland Ecological Citizen

Abstract

Purpose: This study examines the relationship between strategic orientation and technology entrepreneurship and the success of small and medium-sized firms (SMEs) in the Indonesian Wetland Ecological Citizen sector. This study aimed to determine the relationship between strategic orientations, pro-environmental behavior, intercultural communication, and SME performance. A sample of 570 respondents was selected by random sampling, and structural equation modeling with AMOS was utilized to test hypotheses. According to the study's findings, SMEs in the Indonesian Wetland Ecological Citizen sector benefit significantly from strategic orientations. Additionally, the role of pro-environmental behavior as a mediator between strategic orientations and SME performance was explored. The findings indicate that pro-environmental conduct plays a significant role in boosting the influence of strategic orientations on the success of small and medium-sized businesses (SMEs). This highlights the need for environmental stewardship in technology entrepreneurship and strategic decision-making. This research contributes to understanding the importance of environmental and cultural elements in technology entrepreneurship and strategic decision-making. This study's findings can assist small and medium-sized firms (SMEs) in Indonesia in adopting environmentally responsible practices and improving their performance through strategic orientations. This study's findings have implications for policymakers and stakeholders in the Indonesian Wetland Ecological Citizen sector, as they provide valuable insights into the role of strategic orientations, pro-environmental behavior, and intercultural communication in fostering the success of small and medium-sized enterprises (SMEs).