Green, Vanessa Eva-AnnErasmus, Alet C. (Aletta Catharina)2024-10-012024-10-012024-12Green, V.E.-A. & Erasmus, A.C. 2024, 'Adopting a green strategy and related practices: Lessons from small food establishments in an emerging economy', Cleaner Production Letters, vol. 7, art. 100071, pp. 1-13, doi : 10.1016/j.clpl.2024.100071.2666-7916 (online)10.1016/j.clpl.2024.100071http://hdl.handle.net/2263/98412DATA AVAILABILITY : Data will be made available on request.The food and beverage industry is under pressure to adapt its management practices to meet consumers' heightened expectations concerning quality, food safety, and environmental sustainability. This includes addressing concerns related to waste management, plastic usage, and pollution. A survey of 376 small and medium-sized food and beverage establishments in an emerging market context was conducted to assess the influence of these companies' green market orientation on their environmental performance. Findings provide a unique theoretical contribution by examining green market orientation in terms of its underlying dimensions, offering a more nuanced view of the relationship with companies' green performance. Findings also confirm a positive relationship between businesses' green market orientation and their green performance, indicating that green practices mediate the interaction between businesses' green market orientation and their green performance. These findings highlight the need for further research to distinguish additional elements of small businesses’ conduct that could elevate their green performance.en© 2024 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by- nc-nd/4.0/).Green market orientationGreen customer orientationGreen competitorOrientationGreen inter-functional coordinationGreen internal practicesGreenPerformanceMediationSmall, medium, and micro enterprises (SMMEs)SDG-02: Zero hungerSDG-12: Responsible consumption and productionArticle