IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i6p2517-d1359340.html
   My bibliography  Save this article

Humane Entrepreneurship in the Circular Economy: The Role of Green Market Orientation and Green Technology Turbulence for Sustainable Corporate Performance

Author

Listed:
  • Tariq Aboalhool

    (Business Administration Department, Institute of Graduate Research and Studies, University of Mediterranean Karpasia, TRNC, Mersin 33000, Turkey)

  • Ahmad Alzubi

    (Business Administration Department, Institute of Graduate Research and Studies, University of Mediterranean Karpasia, TRNC, Mersin 33000, Turkey)

  • Kolawole Iyiola

    (Business Administration Department, Institute of Graduate Research and Studies, University of Mediterranean Karpasia, TRNC, Mersin 33000, Turkey)

Abstract

The modern business world is confronted with growing social and environmental issues, which pose a serious challenge to pursuing sustainable growth. Drawing from the natural resource base view and stakeholder theory, this study examines the effect of humane entrepreneurship on sustainable corporate performance through the mediating mechanism of green market orientation and the moderating role of green technology turbulence. Cross-sectional data were obtained from Turkish small- and medium-sized enterprises (SMEs) across various sectors. This research adopts a quantitative approach. In total, 393 valid responses obtained from managers of SMEs were utilized to examine the above relationships. The results indicate that humane entrepreneurship has a positive effect on sustainable corporate performance. Humane entrepreneurship has a positive effect on green market orientation. Green market orientation has a positive effect on sustainable corporate performance. The relationship between humane entrepreneurship and sustainable corporate performance is partially mediated by green market orientation. The relationship between humane entrepreneurship and sustainable corporate performance is further strengthened in a highly green technology turbulent environment. The indirect positive effect of humane entrepreneurship on sustainable corporate performance through green market orientation is the strongest when green technology turbulence is high. Simultaneously examining the mediation and moderation relationships, we provide novel insights that extend traditional entrepreneurial vision to a more environmentally conscious humane entrepreneurship approach. The study provides a comprehensive picture of how green market orientation and green technology turbulence are involved in using humane entrepreneurship to achieve superior sustainable corporate performance in the circular economy context.

Suggested Citation

  • Tariq Aboalhool & Ahmad Alzubi & Kolawole Iyiola, 2024. "Humane Entrepreneurship in the Circular Economy: The Role of Green Market Orientation and Green Technology Turbulence for Sustainable Corporate Performance," Sustainability, MDPI, vol. 16(6), pages 1-23, March.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:6:p:2517-:d:1359340
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/6/2517/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/16/6/2517/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Shaker Salem Abuzawida & Ahmad Bassam Alzubi & Kolawole Iyiola, 2023. "Sustainable Supply Chain Practices: An Empirical Investigation from the Manufacturing Industry," Sustainability, MDPI, vol. 15(19), pages 1-24, September.
    2. Flavio Hourneaux Jr & Marcelo Luiz da Silva Gabriel & Dolores Amalia Gallardo-Vázquez, 2018. "Triple bottom line and sustainable performance measurement in industrial companies," Revista de Gestão, Emerald Group Publishing Limited, vol. 25(4), pages 413-429, September.
    3. Patrick M. Kreiser & Donald F. Kuratko & Jeffrey G. Covin & R. Duane Ireland & Jeffrey S. Hornsby, 2021. "Corporate entrepreneurship strategy: extending our knowledge boundaries through configuration theory," Small Business Economics, Springer, vol. 56(2), pages 739-758, February.
    4. Parente, Ronaldo C. & Geleilate, José-Mauricio G. & Rong, Ke, 2018. "The Sharing Economy Globalization Phenomenon: A Research Agenda," Journal of International Management, Elsevier, vol. 24(1), pages 52-64.
    5. Yang Chen & Guiyao Tang & Jiafei Jin & Ji Li & Pascal Paillé, 2015. "Linking Market Orientation and Environmental Performance: The Influence of Environmental Strategy, Employee’s Environmental Involvement, and Environmental Product Quality," Journal of Business Ethics, Springer, vol. 127(2), pages 479-500, March.
    6. Nagendra Kumar Sharma & Kannan Govindan & Kuei Kuei Lai & Wen Kuo Chen & Vimal Kumar, 2021. "The transition from linear economy to circular economy for sustainability among SMEs: A study on prospects, impediments, and prerequisites," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 1803-1822, May.
    7. Yunyue Zhou & Chengli Shu & Wei Jiang & Shanxing Gao, 2019. "Green management, firm innovations, and environmental turbulence," Business Strategy and the Environment, Wiley Blackwell, vol. 28(4), pages 567-581, May.
    8. Michael Song & Cornelia Droge & Sangphet Hanvanich & Roger Calantone, 2005. "Marketing and technology resource complementarity: an analysis of their interaction effect in two environmental contexts," Strategic Management Journal, Wiley Blackwell, vol. 26(3), pages 259-276, March.
    9. John Hulland & Hans Baumgartner & Keith Marion Smith, 2018. "Marketing survey research best practices: evidence and recommendations from a review of JAMS articles," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 92-108, January.
    10. Yu‐Xiang Yen, 2018. "Buyer–supplier collaboration in green practices: The driving effects from stakeholders," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1666-1678, December.
    11. Bhuian, Shahid N. & Menguc, Bulent & Bell, Simon J., 2005. "Just entrepreneurial enough: the moderating effect of entrepreneurship on the relationship between market orientation and performance," Journal of Business Research, Elsevier, vol. 58(1), pages 9-17, January.
    12. Jeevan Jyoti & Jyoti Sharma, 2012. "Impact of Market Orientation on Business Performance: Role of Employee Satisfaction and Customer Satisfaction," Vision, , vol. 16(4), pages 297-313, December.
    13. Johan Jansson & Jonas Nilsson & Frida Modig & Gabriella Hed Vall, 2017. "Commitment to Sustainability in Small and Medium‐Sized Enterprises: The Influence of Strategic Orientations and Management Values," Business Strategy and the Environment, Wiley Blackwell, vol. 26(1), pages 69-83, January.
    14. Savu Rovanto & Max Finne, 2023. "What Motivates Entrepreneurs into Circular Economy Action? Evidence from Japan and Finland," Journal of Business Ethics, Springer, vol. 184(1), pages 71-91, April.
    15. Wei Lisi & Rui Zhu & Chunlin Yuan, 2020. "Embracing green innovation via green supply chain learning: The moderating role of green technology turbulence," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(1), pages 155-168, January.
    16. Papadas, Karolos-Konstantinos & Avlonitis, George J. & Carrigan, Marylyn & Piha, Lamprini, 2019. "The interplay of strategic and internal green marketing orientation on competitive advantage," Journal of Business Research, Elsevier, vol. 104(C), pages 632-643.
    17. Secundo, Giustina & Rippa, Pierluigi & Cerchione, Roberto, 2020. "Digital Academic Entrepreneurship: A structured literature review and avenue for a research agenda," Technological Forecasting and Social Change, Elsevier, vol. 157(C).
    18. Chao Hung Wang, 2020. "An environmental perspective extends market orientation: Green innovation sustainability," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3123-3134, December.
    Full references (including those not matched with items on IDEAS)

    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. Li Peng & Yuan Li & Marc Essen & Mike W. Peng, 2020. "Institutions, resources, and strategic orientations: A meta-analysis," Asia Pacific Journal of Management, Springer, vol. 37(2), pages 499-529, June.
    2. Heng Liu & Xiu-hao Ding & Hai Guo & Jin-hui Luo, 2014. "How does slack affect product innovation in high-tech Chinese firms: The contingent value of entrepreneurial orientation," Asia Pacific Journal of Management, Springer, vol. 31(1), pages 47-68, March.
    3. Raghuveer Negi & Amit Kumar Gupta & Vidhu Gaur, 2023. "Effect of green marketing orientation dimensions on green innovation and organizational performance: A mediation‐moderation analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5435-5458, December.
    4. Akvan Gajanayake & Oanh Thi‐Kieu Ho & Usha Iyer‐Raniga, 2024. "Motivations and drivers for adopting sustainability and circular business strategies in businesses in Victoria," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 169-179, January.
    5. Ardito, Lorenzo & Raby, Simon & Albino, Vito & Bertoldi, Bernardo, 2021. "The duality of digital and environmental orientations in the context of SMEs: Implications for innovation performance," Journal of Business Research, Elsevier, vol. 123(C), pages 44-56.
    6. Yueping Du & Huanhuan Wang, 2022. "Green Innovation Sustainability: How Green Market Orientation and Absorptive Capacity Matter?," Sustainability, MDPI, vol. 14(13), pages 1-20, July.
    7. Manjot Singh Bhatia, 2021. "Green process innovation and operational performance: The role of proactive environment strategy, technological capabilities, and organizational learning," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 2845-2857, November.
    8. Corinna Vera Hedwig Schmidt & Bastian Kindermann & Cassian Felix Behlau & Tessa Christina Flatten, 2021. "Understanding the effect of market orientation on circular economy practices: The mediating role of closed‐loop orientation in German SMEs," Business Strategy and the Environment, Wiley Blackwell, vol. 30(8), pages 4171-4187, December.
    9. Lorenzo Ardito & Rosa Maria Dangelico, 2018. "Firm Environmental Performance under Scrutiny: The Role of Strategic and Organizational Orientations," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 426-440, July.
    10. Di Luan & Hongjun Cao & Tongkun Qu, 2023. "How Does Corporate Green Innovation Strategy Translate into Green Innovation Performance Based on Chain Mediation?," Sustainability, MDPI, vol. 15(16), pages 1-20, August.
    11. Li, Lingjia & Shan, Shuo & Dai, Jing & Che, Wen & Shou, Yongyi, 2022. "The impact of green supply chain management on green innovation: A meta-analysis from the inter-organizational learning perspective," International Journal of Production Economics, Elsevier, vol. 250(C).
    12. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2022. "AI and digitalization in relationship management: Impact of adopting AI-embedded CRM system," Journal of Business Research, Elsevier, vol. 150(C), pages 437-450.
    13. Čater, Tomaž & Čater, Barbara & Milić, Patricia & Žabkar, Vesna, 2023. "Drivers of corporate environmental and social responsibility practices: A comparison of two moderated mediation models," Journal of Business Research, Elsevier, vol. 159(C).
    14. Manjot Singh Bhatia & Saurabh Kumar, 2022. "Linking stakeholder and competitive pressure to Industry 4.0 and performance: Mediating effect of environmental commitment and green process innovation," Business Strategy and the Environment, Wiley Blackwell, vol. 31(5), pages 1905-1918, July.
    15. Simone A. Schweiger & Tatiana R. Stettler & Artur Baldauf & César Zamudio, 2019. "The complementarity of strategic orientations: A meta‐analytic synthesis and theory extension," Strategic Management Journal, Wiley Blackwell, vol. 40(11), pages 1822-1851, November.
    16. Boso, Nathaniel & Story, Vicky M. & Cadogan, John W., 2013. "Entrepreneurial orientation, market orientation, network ties, and performance: Study of entrepreneurial firms in a developing economy," Journal of Business Venturing, Elsevier, vol. 28(6), pages 708-727.
    17. Geng, Duanyang & Lai, Kee-hung & Zhu, Qinghua, 2021. "Eco-innovation and its role for performance improvement among Chinese small and medium-sized manufacturing enterprises," International Journal of Production Economics, Elsevier, vol. 231(C).
    18. Shanyong Wang & Jun Li & Dingtao Zhao, 2018. "Institutional Pressures and Environmental Management Practices: The Moderating Effects of Environmental Commitment and Resource Availability," Business Strategy and the Environment, Wiley Blackwell, vol. 27(1), pages 52-69, January.
    19. Ammar Masood & Mohsin Altaf & Mohsin Raza Khan & Tanveer Illahi & Abdul Qayyum, 2021. "Industrial Environmental Performance: Mapping And Systematic Literature Review," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(4), pages 76-100, December.
    20. Jonathan H. Reed, 2022. "Operational and strategic change during temporary turbulence: evidence from the COVID-19 pandemic," Operations Management Research, Springer, vol. 15(1), pages 589-608, June.

    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:16:y:2024:i:6:p:2517-:d:1359340. 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.