Going green with the green market and green innovation: building the connection between green entrepreneurship and sustainable development

Purpose This study aims to explore the role of the green market (GM) and green innovation (GI) towards green entrepreneurship (GE) and sustainable development (SD). Design/methodology/approach Based on cross-sectional data, the researchers used quantitative methods in this study to confirm the conceptual framework. The researchers used a questionnaire to collect the data obtained from Pakistan's knowledge-based companies (KBCs). In total, the researchers used 192 usable samples to deliver the findings. Findings The researchers used structural equation modeling (SEM) to ensure the model's fitness and as a basis for this study's hypotheses. The findings highlight that the GM factors, such as green product (GP), green design (GD), green supply chain (GSC) and green production (GPN) have a positive and significant effect GM factors, such as on both GE and SD. Further, GI is, also, a significant predictor of GE and SD. Finally, this study's findings show that GE has a predictive role of towards SD. Practical implications This study's findings create a source of attention for individuals to preserve the GM's natural resources. Further, mainly in developing contexts like Pakistan, the addition of the GI factor and the GM towards GE and SD contribute to the depth of the existing literature. Originality/value By integrating factors, such as innovation toward GE and SD, this study's findings provide an original contribution to the empirical evidence.