The Interactive Role of Market Orientation Capabilities and Flexible Green Innovation as a Driving Force for Building Motivations for Sustainable Environmental Adaptation: An Analytical Study of the Views of a Sample of Faculty Members in Private Universi

Abstract

The present study aims to measure the interactive role between market orientation capabilities—represented by customer orientation and competitor orientation—and flexible green innovation—represented by flexible exploratory innovation and flexible exploitative innovation—as a driving force for building motivations for sustainable environmental adaptation, namely economic, social, and environmental motivations, among a sample of faculty members in private universities in the Middle Euphrates region. The study sample consisted of 186 faculty members. Accordingly, the research problem was formulated in terms of the relationships among the study variables, from which the research objectives were derived and represented in a hypothetical model. This model led to the formulation of specific hypotheses, which were tested using structural equation modeling through the statistical packages (SPSS v.29 and AMOS v.29). To analyze the data, a set of statistical techniques was employed, including the coefficient of determination (R²), tests of normal distribution, and descriptive statistics such as means and standard deviations, in addition to correlation analysis. The findings revealed that the interactive role between market orientation capabilities and flexible green innovation constitutes a motivating force that encourages faculty members to adopt sustainable practices and orientations. This, in turn, enhances their willingness to adapt to environmental challenges in a sustainable and flexible manner.