Strategic and Digital‐Market Pathways to Sustainability Performance and Future Growth and Innovation Intention in Women‐Led Fashion Enterprises: The Boundary Role of Institutional Ecosystem Support

ABSTRACT

This study examines how strategic orientations, digital‐market practices and institutional support relate to sustainability performance (SP) and future growth and innovation intention (FGII) in women‐led fashion enterprises. Survey data from 201 owner‐managers in Bengaluru, Karnataka, India, were analysed using exploratory and confirmatory factor analysis, structural equation modelling, indirect‐effect analysis and score‐based moderation. Sustainability orientation and market responsiveness were positively correlated with SP, while there was no significant direct relationship between entrepreneurial orientation, basic digital platform practices and institutional ecosystem support. SP was found to be highly correlated with FGII and had indirect effects from sustainability orientation and market responsiveness. Institutional ecosystem support negatively moderated the entrepreneurial orientation‐SP relationship, with entrepreneurial orientation becoming consequential mainly under low support. The results reveal the difference between digital visibility and market‐responsive capability and indicate that sustainability outcomes are influenced by sustainability‐focused strategy and market knowledge responsiveness as well as internal and external capability configuration.