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The purpose of this paper is to propose a new model that is inclusive and practical because of the deficiencies in models for construct measurement. Further, the authors demonstrate the value of the proposed model by describing its application to the development and validation of a multi-dimensional construct, enviropreneurial orientation. Although used in the literature, enviropreneurial orientation had not been developed nor tested as a construct. The paper provides detailed explanation of development and validation processes exemplified by experiences of research into the factors that motivate individual enviropreneurial orientation among owner/managers in supply chains.

The authors review models of construct development and propose an eight step model to overcome the deficiencies in the existing models. The eight steps are: defining the construct; identifying its dimensions; generating measurement items for each dimension; pretesting the measurement items; collecting data; constructing scales; analysing reliability; and evaluating the relationships. Each step is explained through examples based on the authors’ experience in using the model to develop the new construct – enviropreneurial orientation.

All correlation results were positive and significant as were the multiple regression results with one exception, competitive aggressiveness.

The authors provide a practical model to guide new construct measurement development which can be used by researchers and research students for multi-dimensional constructs, especially they are constrained by time and financial resources. By using an example to demonstrate the applicability of the model, the authors go beyond the usual description of construct development models to make the proposed model more comprehensible and thus useful.

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.

The purpose of this study is to explore the enviropreneurial marketing approach used by firms in China and its impact on the success of green marketing actions, with the aim of drawing useful lessons from the literature and successful green firms.

This study follows the inductive case study approach, and the qualitative data come from a study of four firms engaging in enviropreneurial marketing activities. Interview data were triangulated with qualitative data from other sources.

The evidence from this study indicates that enviropreneurial marketing plays a central role in developing innovative product or services, adopting an innovative and pragmatic green marketing mix that differentiates and creates changes within industry and markets.

The main limitation of this study is that data samples are from successful firms labelled as “green” by the Chinese authorities, based on winning “official” awards. These do not necessarily represent the opinions of a cross section of firms within China with respect to enviropreneurial marketing. Future studies should include a mixed population of firms.

Policy makers and marketing practitioners need to consider drivers to ensure that Chinese firms integrate enviropreneurial marketing activities, which need to complement the delivery of functional value.

Green initiatives/changes within the firm seem to be partly driven by the environmental orientation of these firms’ founders, thus, developing an environmental orientation in managers may be important to drive enviropreneurial marketing activities.

This study contributes by confirming the current literature on green marketing and examining the positive impact of enviropreneurial marketing on firms’ performance in the context of marketing in emerging markets.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

This paper demonstrated that technology adoption, green marketing and enviropreneurial orientation are critical elements in maintaining the sustainability of small businesses.

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

The purpose of this paper is to advance enviropreneurial orientation (EO) as a new internal driver for green supply chain practice adoption. Because manufacturing supply chains are major contributors to environmental pollution, green practice adoption is a means of reducing environmental pollution. However, why owner/managers adopt green practices remains uncertain. The concept of EO is a potential and important motivation for adoption of green supply chain practices that has yet to be explored. The study investigates the relationship between EO and green supply chain practice adoption.

Cross-sectional survey design was employed to collect data from owners/managers of SME manufacturing firms in Uganda. The structural equation modelling was used to analyse results on the influence of each of nine EO on green supply chain practice adoption and the influence of EO dimensions on green supply chain practice adoption.

Findings show that EO positively influences green supply chain practice adoption. All but two of nine dimensions of EO were significant predictors of green supply chain practice adoption. Competitive aggressiveness and perceived pressure from environmental regulations were not significant predictors for green supply chain practice adoption.

The study was cross-sectional. A longitudinal survey was more appropriate because of the presence of a behavioural variable green supply chain practice adoption. Further a comparative study is required because of the existence of differences in classifications of SMEs in both the developing and developed countries.

The research contributes to further scholarly understanding of green practice adoption in SMEs through offering a new construct, EO, and its role in influencing green supply chain practice adoption. The authors develop EO as a construct, a concept that has not been developed for more than two decades.

Anchored on the natural resource-based view and stakeholder theories, this study aims to investigate the mediating roles of sustainable supply chain management and green radical product innovation (GRPI) in the link between sustainable entrepreneurial orientation (SEO) and sustainability performance.

The comprehensive research model developed in this study is empirically tested by using data garnered from 248 managers of Ghanaian small and medium-sized enterprises. Partial least square structural equation modeling is applied as the methodological technique to test all the hypothesized relationships.

Results of the study indicate that SEO has a direct significant positive impact on environmental performance and social performance but not financial performance. However, through sustainable supply chain management and GRPI (both mediating variables), SEO tends to have significant impact on all sustainability performance dimensions (environmental, financial and social performance).

This study offers fresh empirical evidence by developing a unified research model that validates the specific mediation role of sustainable supply chain management between SEO and green radical product innovation, as well as the mediating roles of both sustainable supply chain management and GRPI between SEO and sustainability performance dimensions.

The extant literature provides much-needed support to understand marketing accountability and how marketing actions are related to financial performance (FP). However, we have limited understanding of the relationships between marketing actions and firms' social performance (SP) and environmental performance (EP). Understanding these links is critical to enhancing sustainable FP, SP, and EP. Moreover, the literature provides limited understanding of the measures by which SP and EP may be operationalized, or the data necessary to reach a conclusion. This study bridges these gaps by extensively reviewing the extant literature to offer a set of measures and data sources to operationalize SP and EP, and empirically show their relationships with marketing actions. We find that greenhouse gas (GHG) emission, environmental disclosure score, waste reduction, energy consumption, and recycling are prominent measures of EP, and that social disclosure score, philanthropy or community spending, and diversity of gender and race are prominent measures of SP. The KLD, ASSET4, and Bloomberg are prominent sources of data that can be used to operationalize SP, to which CDP may be added for EP. We also show that marketing actions positively affect EP and SP. This study contributes to the extant literature on SP and EP by identifying measures and data sources and linking marketing actions to both performance types. It contributes to policy development by identifying the importance of EP and SP and how marketing actions can help achieve such performance.

In recent years, “Corporate Social Responsibility” (CSR) has gained significant traction as a strategic concept embraced by business managers. However, there remains a dearth of comprehensive research exploring the impact of CSR on “Green Entrepreneurial Orientation” (GEO), a firm’s sustainability performance, and their interplay with other influential factors. Therefore, this study aims to explore how CSR, “Policy Awareness” (PA), and “Personal Innovativeness” (PI) influence GEO and “Sustainable Performance” (SP). The research also delves into understanding the mediating role of GEO and how this mediation is moderated by “Green Innovation” (GI).

Drawing from the “natural resource-based view” (NRBV) theory and employing “partial least square structural equation modeling” (PLS-SEM), the study analyzed a sample of 137 Indian manufacturing “micro, small, and medium enterprises” (MSMEs).

The results underscore the positive associations of CSR and PA with both GEO and SP. Additionally, the findings highlight the moderating effects of GI in enhancing firms' sustainability performance. The moderated mediation analysis reveals that CSR significantly contributes to SP by fostering the adoption of GEO.

These study outcomes offer valuable insights for policymakers, managers, and entrepreneurs, emphasizing the importance of crafting effective CSR strategies intertwined with innovativeness to cultivate a conducive green entrepreneurial ecosystem in businesses aligned with sustainable development goals.

There is a paucity of research on the determinants of GEO within the context of manufacturing MSMEs, especially in developing and underdeveloped nations. Furthermore, no previous study has delved into the factors that underlie GEO using a moderated mediation framework, particularly within the Indian manufacturing MSMEs landscape.

The purpose of this paper is to investigate the underlying relationships between entrepreneurial orientation and supply chain flexibility (SCF) in a market characterised by several uncertainties.

The study applies an explanatory sequential mixed method, in which an analytical approach is proposed and validated to establish the underlying relationships between environmental uncertainties, SCF, and entrepreneurial orientation. Thereafter, a focus group study is carried out to explain the findings of a case study analysis.

The study evaluates and prioritises dimensions of entrepreneurial orientation to develop SCF in a market characterised by several environmental uncertainties. It also develops a structured, effective, and flexible methodological approach to establish the relationships between environmental uncertainty, SCF, and entrepreneurial orientation.

The study is limited to a single firm; therefore, the use of larger sample size can improve its generalisability.

Supply chain practitioners should emphasise on innovative culture to support SCF. The study also proposes an analytical approach to improve flexibility in the supply chain.

The study contributes to the area of interdisciplinary research by developing an integrated analytical approach that identifies and brings together concepts that existed in the disparate form in supply chain, flexibility, and entrepreneurship literature.

Understanding the micro-start-up resources and its relationships with entrepreneurial orientation and performance is unique because it operates a business in a poor resource setting. However, poor resource settings of micro-start-up are not adequately examined into the literature in relation to entrepreneurial orientation and performance. Therefore, grounded on resource-based view, this paper aims to attempt to examine the relationships between resource capital, entrepreneurial orientation and performance in a developing country context.

To establish this, the authors conducted a survey among 180 micro-entrepreneurs from Bangladesh and analyzed the data using the partial least squares structural equation modeling (PLS-SEM) approach.

The results demonstrate the mediating role of entrepreneurial orientation on the relationship between human and financial resources and performance, while having partial mediating influence between social resource and performance, therefore indicating the importance of resources for determining business outcomes for micro-entrepreneurs.

These results extend theoretical explanations of micro-entrepreneurship within the poor resource setting context. The findings have implications for identifying micro-firms likely to succeed for the purpose of strategic allocation of resources and supports; they also provide future research avenues.

To the best of the authors’ knowledge, no previous study has established that entrepreneurial orientation plays a critical and mediating role between resource capital and micro-firm performance in a poor resource setting.