Umeå universitets logga

During the last few decades, ecosystem degradation has grown to become a major topic among several actors in society. While larger companies are generally incorporating environmental practices to varying degrees, small and medium-sized enterprises (SMEs) are often argued to be lagging. Given this development, this study examines the role of two important strategic orientations, market orientation (MO) and entrepreneurial orientation (EO), and their contribution to commitment to sustainability. Questionnaire responses from 450 SMEs were analyzed showing that both MO as well as EO significantly impacts commitment to sustainability, but in different ways. Theoretical and practical implications of findings are discussed.