The Influence of Green Entrepreneurship Orientation on Enterprise Performance Based on the TPB Model

In this paper, the transformation of the green service industry is regarded as an intermediate variable based on the TPB model. Green service innovation can be divided into application type and exploration type. The function mechanism of enterprise green innovation guidance mechanism on enterprise operating performance is established. The empirical analysis of several service companies in East China shows that “green innovation” has an apparent positive effect on service innovation. It will only have a pronounced positive development in the research-based green service-based innovation. These factors have no evident positive impact on creating environmental services for use. Green service innovation and the use of green service innovation have a noticeable positive impact on the business performance of enterprises. This research result provides a new idea for the development of enterprises.