INTEGRATING GREEN ORIENTATION, INNOVATION, AND SUSTAINABILITY: SYSTEMATIC REVIEW USING THE TCCM FRAMEWORK

Abstract

Green Entrepreneurial Orientation (GEO) is emerging as a critical framework for fostering sustainability-driven innovation and leveraging entrepreneurial initiatives to address environmental challenges. Although substantial research has been conducted on GEO, a comprehensive and critical review of recent studies is still warranted. This review contributes to the existing literature by applying the Theory–Context–Characteristics–Methods (TCCM) framework, offering an integrated understanding of the theories, contexts (e.g., industries and countries), characteristics (i.e., antecedents, moderating/mediating variables, and outcomes), and methods (i.e., data analysis techniques) employed in GEO research between 2018 and 2024. The PRISMA methodology was used to systematically identify and evaluate relevant studies. The analysis also highlights leading authors, influential journals, contributing countries, and current trends in GEO scholarship. The findings provide valuable insights for researchers, practitioners, and policymakers, supporting more informed decision-making in the context of green entrepreneurship and sustainability.