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Even with the evidence that participation in home-sharing is highly ecologically sustainable, the existing consumer communication studies in the hospitality sector have predominantly focussed on the social and economic benefits. This study aims to examine how the environmental sustainability benefits of home-sharing services can be effectively communicated to consumers.

Two scenario-based experiments (Study 1: n = 377 and Study 2: n = 290) examined the effects of consumers’ consumption orientations, and the appeal of environmental sustainability benefits emphasised advertising on their home-sharing adoption intentions.

Study 1 demonstrated that when consumers with either a hedonic or utilitarian consumption orientation book travel accommodation, their home-sharing adoption intentions increase depending on whether advertisements are designed as hard- or soft-sell appeal, respectively. Study 2 showed that the influence of an environmental sustainability benefits emphasised advertisement that has considered consumers’ consumption orientation and applied the corresponding advertising appeal design is as effective as a home-sharing service that offers economic benefits and is even better than an advertisement that emphasises social benefits, particularly for utilitarian-oriented consumers.

This study is the first in the lodging sector examining the ways in which the environmental sustainability benefits of home-sharing services can be effectively communicated to consumers. The findings shed light on corporate practices pertaining to information that home-sharing service marketers can control and provide an essential basis for further advertising, consumer differences, environmental sustainability awareness and collaborative consumption studies.

The purpose of this study is to understand how sustainability orientation influences economic, environmental and social sustainability performance and the moderating role of environmental hostility on these relationships. This study aims to deepen the consequences of the strategic commitment to sustainability of tourism firms located in the World Heritage Cities of Cusco, Lima and Arequipa in Peru.

The empirical analysis was conducted on a sample of 238 tourism firms. The authors implemented structural equation modelling technique to contrast the hypothesis.

The results shows that sustainability orientation has a positive effect on social and environmental performance mainly, but also on both financial and non-financial economic performance. The authors also detect a significant negative moderating effect of environmental hostility, which is accentuated in the case of social and economic-financial performance.

This study provides interesting practical implications in the tourism sector. Firms should develop a strategic commitment to sustainability, even in hostile environments, to improve their competitive position while reducing the negative impact of their activity on the natural and social environment. Institutions should encourage firms to commit to sustainability to achieve more sustainable and competitive urban tourism destinations.

This study advances the controversial debate on whether sustainability orientation of tourism firms leads to better economic performance. Moreover, from triple bottom line approach, it provides a holistic view of how sustainability orientation affects sustainability performance in all its dimensions. Finally, this paper delves into the complexities and challenges of sustainable urban tourism.

Given current global environmental concerns, traditional marketing and entrepreneurial practices of small businesses are considered ineffective. This is because sustainability requires the involvement of social, economic, and environmental dimensions. This study, therefore, aims at analyzing the moderating effect of technological absorptive capacity (TEOC) in the relationship between green marketing mix (GMX), enviropreneurial orientation (ENVO) and the sustainability of small businesses (SUST).

This study is cross-sectional. This study used data from 243 fast-moving consumer goods (FMCG) industries, such as food and beverages, cleaning products, office supplies, cosmetics, and toiletries. Structural equation mdeling (SEM) and the PROCESS macro test were employed during data analysis.

The findings suggest that GMX and ENVO are significant determinants of SUST. Also, TEOC is a significant moderator of GMX, ENVO, and SUST.

This study used owner-managers as the respondents; future studies can use employees and customers to find out how small businesses involve other stakeholders in designing GMX and ENVO and adopting technologies for business sustainability and adopting technologies for business sustainability.

The study has practical implications for policymakers and owner-managers, especially on the significant contributions of GMX, ENVO, and TEOC to business sustainability.

Depending only on traditional marketing and entrepreneurial practices is no longer a reliable technique for business sustainability. By bringing environmental aspects into business management through a green marketing mix and enviropreneurial orientation, the study provides a unique and new way of thinking about sustainability. Also, the study adds knowledge to the body of literature through a moderating effect of TEOC in the relationship between GMX, ENVO, and SUST.

This study investigates economic sustainability through orientation and absorptive capacity.

The researchers developed a conceptual framework based on vigorous literature for this investigation. This study targeted managers from Pakistan's SME sector as respondents and employed cross-sectional data. In total, the authors based this study's findings on 192 valid cases.

The structural equation modeling (SEM) results highlight that innovation orientation (IO), customer orientation (CO), supplier orientation (SO), network orientation (NO) and absorptive capacity (AC) have significant effects on economic sustainability (ES). Moreover, this study's findings show that ES significantly predicts environmental sustainability (ENS). Finally, the results also demonstrate that ES and ENS positively and substantially affect financial performance (FP).

This study's findings help SMEs continue sustainable business practices by avoiding adverse environmental effects and ongoing climate changes. This study's findings contribute also to the manufacture of eco-friendly environmental products to reduce the contamination of the environment. Financial institutions and policymakers would boost SME owners' capacity and the obtainability of financial resources to improve Pakistani SMEs’ sustainable economic and environmental performance.

This study's findings help to enrich environmental and economic sustainability and, more significantly, for developing countries.

This study aims to assess the impact of an established market orientation on the implementation of green supply chain practices and environmental performance.

Data collected from 225 manufacturing managers are analyzed using a partial least squares structural equation modeling methodology.

Findings indicate that market orientation both directly and indirectly (through green supply chain management practices) impacts environmental performance.

The study focuses on the impact of a market orientation on environmental sustainability within the manufacturing sector, thereby limiting generalization to other sectors.

Manufacturing practitioners are provided with information emphasizing the importance of implementing and maintaining a strong market orientation as a precursor to establishing an environmental sustainability strategy.

The results have important societal implications, in that a marketing approach that leads to the more rapid adoption of environmental sustainability programs within the manufacturing sector is identified.

This is believed to be the first empirical investigation of the relationship between market orientation and environmental sustainability.

The impact of environmental sustainability and knowledge dynamics on entrepreneurial growth and internationalization could do with added research focus. However, the rising importance of corporate sustainability and social responsibility in global business and entrepreneurship increasingly requires that these interdependencies be assessed. We assess these dynamics empirically through both quantitative and qualitative analyses. With the former, we employ a cross-sectional sample of Finnish small- and medium-sized enterprises (SMEs) to illustrate the impact of learning orientation and environmental sustainability on their growth and internationalization. Specifically, we find that their impacts on entrepreneurial growth depend on the stage of their internationalization: Learning orientation predicts first foreign market entry among the enterprises, while environmental orientation predicts the subsequent performance among internationally operating enterprises. In addition, we find no moderation or mediation effects between learning orientation and sustainability, suggesting that their impacts are distinct from each other. We conclude by discussing these results and their implications on international entrepreneurial growth, and knowledge and sustainability dynamics in the entrepreneurial context.

This study examines the relationship between supply chain stakeholder pressure from customers and suppliers for the adoption of social and environmental sustainable supply chain management (SSCM) practices given the simultaneous conditional effects of both entrepreneurial orientation (EO) and sustainability orientation (SO).

The authors conducted a survey of US firms focused on their relationship with their top supplier or buyer by spend. This study used conditional process analysis to measure the relationship between stakeholder pressure and adoption of SSCM practices as well as the double moderation effects of EO and SO on this relationship.

The results show that both EO and SO simultaneously function as moderators of the effect of supply chain stakeholder pressure on the adoption of social and environmental SSCM practices. However, EO will only get firms so far in the adoption of SSCM practices. Once a strong SO takes effect, higher practice adoption ensues but the effect of stakeholder pressure weakens.

For those firms that have lower levels of SO, EO and supply chain stakeholder pressure are still essential drivers for the adoption of SSCM practice. The results of this study suggest that focal firms should work closely with suppliers to increase their levels of SO while also maintaining pressure for the adoption of SSCM practices.

This study shows the concurrent effect of two organizational level drivers on the adoption of SSCM practices, indicating that efforts in developing a strong SO are more likely to prepare firms for the adoption of SSCM practices.

This study aims to challenge the conventional view that resources determine the extent of the environmental sustainability orientation (ESO) of small firms in a developing Southeast Asian country context. First, this study attempts to develop a measurement model of ESO of small firms in the manufacturing sector in the Philippines. Second, the study explores the impact of the financial resources on the ESO of firms.

The study uses survey data from 166 small manufacturing firms in three Philippine cities. Multiple regression modelling is used to estimate the relationships between firm resources and ESO.

The results indicate that ESO is a multi‐dimensional construct with three facets – i.e. awareness of, actions for, and appreciation of environmental sustainability. The empirical evidence does not support the conventional firm resources‐ESO proposition.

A proactive ESO is not necessarily beyond the reach of resource‐constrained small firms. The generalisability of the findings, however, is limited to small manufacturing firms in The Philippines.

This study informs owner‐managers of small firms that a proactive ESO does not largely depend on financial resources. Government policies and programs to encourage small firms to become sustainable should focus not just on financial forms of assistance.

To date, this is the only Philippines‐based study and one of the scarce small firm‐focused studies that examine the proposition that small firms are unable to pursue a proactive ESO due to resource constraints.

This study aims to find out the role of green curriculum (GC) in making a green generation (GG) and ensuring sustainability. The study considers the green curriculum a key factor for understanding environmental values orientation (EVO) and adopting pro-environmental behaviors (Pr-EnB) for social, economic, human and environmental sustainability.

The study is quantitative and cross-sectional. Partial least square-structural equation modeling was used to test the research model and data which was collected through a questionnaire survey from university faculty and students in Pakistan, Saudi Arabia and China.

The findings show that the GC has significant positive effects on EVO and pro-environmental behavior. However, it has no significant effect on social sustainability. There is a positive significant effect of pro-environmental behavior on economic, environmental, human and social sustainability. Whereas, environmental orientation has no significant effect on economic sustainability but significantly influences environmental, human and social sustainability. GC has no significant effect on economic, environmental and human sustainability. However, when considering the combined effects of GC and environmental values orientation or pro-environmental behavior, significant positive effects were found on economic, environmental, human and social sustainability.

The result suggests that implementing a GC positively influences environmental orientation, pro-environmental behavior and various dimensions of sustainability.

These results have implications for educational institutions and policymakers aiming to promote sustainability through green curriculum and help in the attainment of sustainable development goals.

The study fulfills an essential need to obtain sustainability and sustainable development goals through education.

Nowadays, a prominent research area is the development of competitive advantages in companies, due to their environmental commitment and orientation. Based on resource-based view (RBV) and institutional theory (InT), this paper aims to investigate the influence of internal and external orientation on businesses' sustainable performance while considering the effect of sustainable supply chain management (SSCM) practices.

Data from 351 manufacturing companies in the Kingdom of Saudi Arabia have been collected and analysed through structural equation modelling (SEM) using the partial least squares (PLS) method.

The results indicated that both internal and external environmental orientation have important effects on SSCM practices, which in turn have a considerable beneficial effect on environmental, social and economic performance.

Although SSCM is constantly gaining ground in the literature, most SSCM research and models examine its effects, antecedents or motivation, mainly adopting a qualitative approach. Research on the topic adopting a large-scale empirical approach is still limited. In this context, this study contributes to the SSCM management literature by exploring the role of environmental orientation in facilitating the adoption of SSCM practices and improving companies' performance.