<![CDATA[This study examines the associations among market orientation dimensions, green innovation capability, and business performance in women-led green enterprises in South Sulawesi, Indonesia. Green enterprises in this study refer to women-owned or women-managed businesses in culinary, fashion, manufacturing, and related sectors that had introduced environmentally relevant innovation in product, system, promotion, or service practices. Using a quantitative, cross-sectional, and nonexperimental survey design, data were collected during October to December 2024 from 248 women entrepreneurs selected through purposive sampling. Respondents were required to operate a green-economy-related business in South Sulawesi, have a business age of at least two years, and show evidence of innovation. The data were analyzed using covariance-based Structural Equation Modeling with AMOS version 26. The findings show that customer orientation and inter-functional coordination are associated with green innovation capability, whereas competitor orientation is not. Green innovation capability is also associated with business performance and appears to function as a selective mediating mechanism. The standardized indirect effects were 0.101 for customer orientation, -0.020 for competitor orientation, and 0.107 for inter-functional coordination. The 95% bias-corrected bootstrap confidence intervals confirmed the indirect association for customer orientation [0.023, 0.210] and inter-functional coordination [0.028, 0.214], while the interval for competitor orientation [-0.091, 0.048] included zero. These findings suggest that customer knowledge and internal coordination are more closely associated with business performance when translated into green innovation capability, while competitor orientation appears to be linked to business performance through a more direct market-responsiveness pathway. The study offers contextual and mechanism-based evidence on how women-led green enterprises convert market orientation dimensions into business-relevant innovation capability.]]>
