IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2019i1p221-d302236.html
   My bibliography  Save this article

The Impact of Enviropreneurial Orientation on Small Firms’ Business Performance: The Mediation of Green Marketing Mix and Eco-Labeling Strategies

Author

Listed:
  • Eijaz Ahmed Khan

    (Business Administration Discipline, Khulna University, Khulna 9208, Bangladesh)

  • Pradip Royhan

    (Asia Pacific International College, Sydney 2008, Australia)

  • M. Ashiqur Rahman

    (School of Computing, Engineering and Mathematics, Western Sydney University, Sydney 2000, Australia)

  • Mohammed Mizanur Rahman

    (School of Information Technology, Victoria University, Sydney 2000, Australia)

  • Ahmed Mostafa

    (Asia Pacific International College, Sydney 2008, Australia)

Abstract

Global green trends are creating new challenges and opportunities for entrepreneurs worldwide with customers now more environmentally aware and willing to pay extra for green services and products. In considering this phenomenon, the current study focuses on the positive influence of enviropreneurial orientation on the business performance of small firms and explores the mediation effects of green marketing mix and eco-labeling strategies. Drawing upon the natural resource-based view (NRBV) and the dynamic capability view (DCV), we tested our multiple mediation model with a sample of owners/managers of 160 small firms from Bangladesh, with these firms coming from the sectors of trading, manufacturing, and services. To test the study’s hypotheses, we employed the variance-based structural equation modeling (SEM) method, using the partial least squares (PLS) technique. The results reveal that green marketing mix and eco-labeling strategies transmit the effect of enviropreneurial orientation to business performance of small firms. Both strategies are found to be mediators in the relationship between enviropreneurial orientation and business performance of small firms. The study also offers suggestions for future research.

Suggested Citation

  • Eijaz Ahmed Khan & Pradip Royhan & M. Ashiqur Rahman & Mohammed Mizanur Rahman & Ahmed Mostafa, 2019. "The Impact of Enviropreneurial Orientation on Small Firms’ Business Performance: The Mediation of Green Marketing Mix and Eco-Labeling Strategies," Sustainability, MDPI, vol. 12(1), pages 1-17, December.
    • Handle: RePEc:gam:jsusta:v:12:y:2019:i:1:p:221-:d:302236
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/1/221/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/1/221/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Nadia Tzschentke & David Kirk & Paul Lynch, 2008. "Ahead of their time? Barriers to action in green tourism firms," The Service Industries Journal, Taylor & Francis Journals, vol. 28(2), pages 167-178, March.
    2. Andreas Rauch & Johan Wiklund & G.T. Lumpkin & Michael Frese, 2009. "Entrepreneurial Orientation and Business Performance: An Assessment of past Research and Suggestions for the Future," Entrepreneurship Theory and Practice, , vol. 33(3), pages 761-787, May.
    3. Cristina Santini, 2017. "Ecopreneurship and Ecopreneurs: Limits, Trends and Characteristics," Sustainability, MDPI, vol. 9(4), pages 1-12, March.
    4. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    5. David J. Teece & Gary Pisano & Amy Shuen, 1997. "Dynamic capabilities and strategic management," Strategic Management Journal, Wiley Blackwell, vol. 18(7), pages 509-533, August.
    6. Hartman, Cathy L. & Stafford, Edwin R., 1998. "Crafting "enviropreneurial" value chain strategies through green alliances," Business Horizons, Elsevier, vol. 41(2), pages 62-72.
    7. Eijaz Ahmed Khan & Mohammed Quaddus, 2017. "What factors make micro-firms sustainable? a proposal for a model," Journal of Developing Areas, Tennessee State University, College of Business, vol. 51(4), pages 255-259, October-D.
    8. Amacher, Gregory S. & Koskela, Erkki & Ollikainen, Markku, 2004. "Environmental quality competition and eco-labeling," Journal of Environmental Economics and Management, Elsevier, vol. 47(2), pages 284-306, March.
    9. Minna Halme & Maria Korpela, 2014. "Responsible Innovation Toward Sustainable Development in Small and Medium‐Sized Enterprises: a Resource Perspective," Business Strategy and the Environment, Wiley Blackwell, vol. 23(8), pages 547-566, December.
    10. Eijaz Ahmed Khan & Mohammed Quaddus & Paull Weber & Louis Geneste, 2020. "Micro-Start-Ups Financial Capital And Socio-Economic Performance: In A Poor Financial Resource Setting," Journal of Developing Areas, Tennessee State University, College of Business, vol. 54(2), pages 95-107, April-Jul.
    11. Cai, Zhen & Xie, Yi & Aguilar, Francisco X., 2017. "Eco-label credibility and retailer effects on green product purchasing intentions," Forest Policy and Economics, Elsevier, vol. 80(C), pages 200-208.
    12. Rodney Duffett & Tudor Edu & Norbert Haydam & Iliuta-Costel Negricea & Rodica Zaharia, 2018. "A Multi-Dimensional Approach of Green Marketing Competitive Advantage: A Perspective of Small Medium and Micro Enterprises from Western Cape, South Africa," Sustainability, MDPI, vol. 10(10), pages 1-27, October.
    13. María Rodríguez-García & María Guijarro-García & Agustín Carrilero-Castillo, 2019. "An Overview of Ecopreneurship, Eco-Innovation, and the Ecological Sector," Sustainability, MDPI, vol. 11(10), pages 1-16, May.
    14. Andrea Revell & David Stokes & Hsin Chen, 2010. "Small businesses and the environment: turning over a new leaf?," Business Strategy and the Environment, Wiley Blackwell, vol. 19(5), pages 273-288, July.
    15. Eijaz Ahmed Khan, 2018. "The Voice Of Informal Entrepreneurs: Resources And Capabilities Perspective," Journal of Developmental Entrepreneurship (JDE), World Scientific Publishing Co. Pte. Ltd., vol. 23(03), pages 1-19, September.
    16. Brécard, Dorothée & Hlaimi, Boubaker & Lucas, Sterenn & Perraudeau, Yves & Salladarré, Frédéric, 2009. "Determinants of demand for green products: An application to eco-label demand for fish in Europe," Ecological Economics, Elsevier, vol. 69(1), pages 115-125, November.
    17. Joop de Boer, 2003. "Sustainability labelling schemes: the logic of their claims and their functions for stakeholders," Business Strategy and the Environment, Wiley Blackwell, vol. 12(4), pages 254-264, July.
    18. Govindan, Kannan & Kaliyan, Mathiyazhagan & Kannan, Devika & Haq, A.N., 2014. "Barriers analysis for green supply chain management implementation in Indian industries using analytic hierarchy process," International Journal of Production Economics, Elsevier, vol. 147(PB), pages 555-568.
    19. Anderson, Brian S. & Eshima, Yoshihiro, 2013. "The influence of firm age and intangible resources on the relationship between entrepreneurial orientation and firm growth among Japanese SMEs," Journal of Business Venturing, Elsevier, vol. 28(3), pages 413-429.
    20. Dominika Moravcikova & Anna Krizanova & Jana Kliestikova & Martina Rypakova, 2017. "Green Marketing as the Source of the Competitive Advantage of the Business," Sustainability, MDPI, vol. 9(12), pages 1-13, November.
    21. Kay H. Hofmann & Gregory Theyel & Craig H. Wood, 2012. "Identifying Firm Capabilities as Drivers of Environmental Management and Sustainability Practices – Evidence from Small and Medium‐Sized Manufacturers," Business Strategy and the Environment, Wiley Blackwell, vol. 21(8), pages 530-545, December.
    22. Wiklund, Johan & Shepherd, Dean, 2005. "Entrepreneurial orientation and small business performance: a configurational approach," Journal of Business Venturing, Elsevier, vol. 20(1), pages 71-91, January.
    23. David J. Teece, 2007. "Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance," Strategic Management Journal, Wiley Blackwell, vol. 28(13), pages 1319-1350, December.
    24. Eri Nakamura, 2011. "Does Environmental Investment Really Contribute to Firm Performance? An Empirical Analysis Using Japanese Firms," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 1(2), pages 91-111, December.
    25. Qing Liu & Zhen Yan & Jiehong Zhou, 2017. "Consumer Choices and Motives for Eco-Labeled Products in China: An Empirical Analysis Based on the Choice Experiment," Sustainability, MDPI, vol. 9(3), pages 1-12, February.
    26. Tenenhaus, Michel & Vinzi, Vincenzo Esposito & Chatelin, Yves-Marie & Lauro, Carlo, 2005. "PLS path modeling," Computational Statistics & Data Analysis, Elsevier, vol. 48(1), pages 159-205, January.
    27. Francesco Testa & Natalia Marzia Gusmerottia & Filippo Corsini & Emilio Passetti & Fabio Iraldo, 2016. "Factors Affecting Environmental Management by Small and Micro Firms: The Importance of Entrepreneurs’ Attitudes and Environmental Investment," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(6), pages 373-385, November.
    28. F. Testa & F. Iraldo & A Vaccari & E. Ferrari, 2015. "Why Eco‐labels can be Effective Marketing Tools: Evidence from a Study on Italian Consumers," Business Strategy and the Environment, Wiley Blackwell, vol. 24(4), pages 252-265, May.
    29. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Binbin He & Haiya Cai & Yingchen Ji & Siyu Zhu, 2023. "Supply Chain Green Manufacturing and Green Marketing Strategies under Network Externality," Sustainability, MDPI, vol. 15(18), pages 1-18, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Eijaz Ahmed Khan & Lynne Harris & Mohammed Quaddus, 2021. "The mediating role of personality traits on the entrepreneurial orientation–firm performance relationship: informal entrepreneurship context," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 11(1), pages 41-52, December.
    2. Jean-Marie Courrent & Sonia Chassé & Waleed Omri, 2018. "Do Entrepreneurial SMEs Perform Better Because They are More Responsible?," Journal of Business Ethics, Springer, vol. 153(2), pages 317-336, December.
    3. Engelen, Andreas & Kube, Harald & Schmidt, Susanne & Flatten, Tessa Christina, 2014. "Entrepreneurial orientation in turbulent environments: The moderating role of absorptive capacity," Research Policy, Elsevier, vol. 43(8), pages 1353-1369.
    4. Unai Arzubiaga & Txomin Iturralde & Amaia Maseda & Josip Kotlar, 2018. "Entrepreneurial orientation and firm performance in family SMEs: the moderating effects of family, women, and strategic involvement in the board of directors," International Entrepreneurship and Management Journal, Springer, vol. 14(1), pages 217-244, March.
    5. Nadia Zahoor & Huda Khan & Zaheer Khan & Pervaiz Akhtar, 2024. "Responsible innovation in emerging markets’ SMEs: The role of alliance learning and absorptive capacity," Asia Pacific Journal of Management, Springer, vol. 41(3), pages 1175-1209, September.
    6. Lin Song & Li Jing, 0. "Strategic orientation and performance of new ventures: empirical studies based on entrepreneurial activities in China," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-24.
    7. Torbjörn Ljungkvist & Jim Andersén, 2021. "A taxonomy of ecopreneurship in small manufacturing firms: A multidimensional cluster analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 30(2), pages 1374-1388, February.
    8. Lin Song & Li Jing, 2017. "Strategic orientation and performance of new ventures: empirical studies based on entrepreneurial activities in China," International Entrepreneurship and Management Journal, Springer, vol. 13(4), pages 989-1012, December.
    9. Osama Musa Ali Al-Darras & Cem Tanova, 2022. "From Big Data Analytics to Organizational Agility: What Is the Mechanism?," SAGE Open, , vol. 12(2), pages 21582440221, June.
    10. Andrew Mzembe, 2021. "The psychological distance and construal level perspectives of sustainable value creation in SMEs," Sustainable Development, John Wiley & Sons, Ltd., vol. 29(2), pages 465-478, March.
    11. Mitja Ruzzier & Evan J. Douglas & Maja Konečnik Ruzzier & Jana Hojnik, 2020. "International Entrepreneurial Orientation and the Intention to Internationalize," Sustainability, MDPI, vol. 12(14), pages 1-19, July.
    12. Hwan Jin Kim, 2018. "Reconciling Entrepreneurial Orientation and Dynamic Capabilities: A Strategic Entrepreneurship Perspective," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 27(2), pages 180-208, September.
    13. Danny Miller & Isabelle Le Breton–Miller, 2017. "Sources of Entrepreneurial Courage and Imagination: Three Perspectives, Three Contexts," Entrepreneurship Theory and Practice, , vol. 41(5), pages 667-675, September.
    14. Seungyeon Moon & Heesang Lee, 2021. "Shaping a Circular Economy in the Digital TV Industry: Focusing on Ecopreneurship through the Lens of Dynamic Capability," Sustainability, MDPI, vol. 13(9), pages 1-41, April.
    15. Bhandari, Krishna Raj & Rana, Sudhir & Paul, Justin & Salo, Jari, 2020. "Relative exploration and firm performance: Why resource-theory alone is not sufficient?," Journal of Business Research, Elsevier, vol. 118(C), pages 363-377.
    16. Linder, Christian, 2019. "Customer orientation and operations: The role of manufacturing capabilities in small- and medium-sized enterprises," International Journal of Production Economics, Elsevier, vol. 216(C), pages 105-117.
    17. Ibrahim MusahDONKOH & Hieu Minh VU & Chijioke NWACHUKWU, 2021. "entrepreneurial orientation and small and medium entreprises profitabiliy in Ghana," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 13(1), pages 32-43, March.
    18. Rodrigo-Alarcón, Job & García-Villaverde, Pedro M. & Ruiz-Ortega, María J. & Parra-Requena, Gloria, 2018. "From social capital to entrepreneurial orientation: The mediating role of dynamic capabilities," European Management Journal, Elsevier, vol. 36(2), pages 195-209.
    19. Kohtamäki, Marko & Heimonen, Jesse & Sjödin, David & Heikkilä, Vili, 2020. "Strategic agility in innovation: Unpacking the interaction between entrepreneurial orientation and absorptive capacity by using practice theory," Journal of Business Research, Elsevier, vol. 118(C), pages 12-25.
    20. García-Villaverde, Pedro M. & Ruiz-Ortega, María J. & Ignacio Canales, J., 2013. "Entrepreneurial orientation and the threat of imitation: The influence of upstream and downstream capabilities," European Management Journal, Elsevier, vol. 31(3), pages 263-277.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2019:i:1:p:221-:d:302236. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.