IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i6p2517-d1359340.html

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. 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.
    4. 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.
    5. Sarkis, Joseph & Zhu, Qinghua & Lai, Kee-hung, 2011. "An organizational theoretic review of green supply chain management literature," International Journal of Production Economics, Elsevier, vol. 130(1), pages 1-15, March.
    6. 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.
    7. 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.
    8. 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.
    9. 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.
    10. 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.
    11. 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.
    12. 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.
    13. 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.
    14. 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.
    15. 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.
    16. 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.
    17. 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.
    18. 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).
    19. 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.
    20. 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.
    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. Ali Arhim & Ahmad Alzubi & Kolawole Iyiola & Faith Umene Banje, 2024. "Unpacking the Relationship Between Empowerment Leadership and Electricity Worker’s Unsafe Behavior: A Multi-Moderated Mediation Approach," Sustainability, MDPI, vol. 16(23), pages 1-21, December.
    2. Umair Waqas & Sonia Umair & Beata Mrugalska & Ibrahim Rashid Shamsi & IIya Bystrov, 2024. "Mediating role of green talent management between green strategic orientation and sustainable supply chain performance among SMEs of Oman," Annals of Operations Research, Springer, vol. 340(2), pages 1063-1089, September.
    3. Jian Chen & Nuttawut Rojniruttikul, 2025. "Influence of a Green Environmental Orientation on Corporate Sustainable Performance in the Manufacturing Sector," Sustainability, MDPI, vol. 17(6), pages 1-18, March.
    4. Zaynab Asbeetah & Ahmad Alzubi & Amir Khadem & Kolawole Iyiola, 2025. "Harnessing Digital Transformation for Sustainable Performance: Exploring the Mediating Roles of Green Knowledge Acquisition and Innovation Performance Under Digital Transformational Leadership," Sustainability, MDPI, vol. 17(5), pages 1-32, March.
    5. Ali Mamash & Kolawole Iyiola & Hasan Yousef Aljuhmani, 2025. "The Role of Circular Economy Entrepreneurship, Cleaner Production, and Green Government Subsidy for Achieving Sustainability Goals in Business Performance," Sustainability, MDPI, vol. 17(9), pages 1-26, April.

    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. 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.
    2. 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.
    3. 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.
    4. Chahal, Hardeep & Gupta, Mahesh & Lonial, Subhash & Raina, Swati, 2019. "Operational flexibility-entrepreneurial orientation relationship: Effects and consequences," Journal of Business Research, Elsevier, vol. 105(C), pages 154-167.
    5. Tan, Lay Peng & Casidy, Riza & Arli, Denni, 2025. "Drivers of strategic green marketing orientation: An SME owner-manager perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    6. 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.
    7. Miao Su & Su‐Han Woo & Xiaochun Chen & Keun‐sik Park, 2023. "Identifying critical success factors for the agri‐food cold chain's sustainable development: When the strategy system comes into play," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 444-461, January.
    8. Tarlan Ahmadov & Susanne Durst & Wolfgang Gerstlberger & Elisabeth Kraut, 2025. "SMEs on the way to a circular economy: insights from a multi-perspective review," Management Review Quarterly, Springer, vol. 75(1), pages 289-322, February.
    9. John A. Pearce II & David A. Fritz & Peter S. Davis, 2010. "Entrepreneurial Orientation and the Performance of Religious Congregations as Predicted by Rational Choice Theory," Entrepreneurship Theory and Practice, , vol. 34(1), pages 219-248, January.
    10. 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.
    11. Tatiana Beliaeva & Galina Shirokova & William Wales & Elena Gafforova, 2020. "Benefiting from economic crisis? Strategic orientation effects, trade-offs, and configurations with resource availability on SME performance," International Entrepreneurship and Management Journal, Springer, vol. 16(1), pages 165-194, March.
    12. Ari Jantunen & Kaisu Puumalainen & Sami Saarenketo & Kalevi Kyläheiko, 2005. "Entrepreneurial Orientation, Dynamic Capabilities and International Performance," Journal of International Entrepreneurship, Springer, vol. 3(3), pages 223-243, September.
    13. Cricelli, Livio & Greco, Marco & Grimaldi, Michele, 2021. "An investigation on the effect of inter-organizational collaboration on reverse logistics," International Journal of Production Economics, Elsevier, vol. 240(C).
    14. Mohamed Shawesh & Kolawole Iyiola & Ahmad Alzubi, 2024. "Innovation Eco-Embeddedness, Breakthrough Innovation, and Performance of Non-Core Firms: A Mediation Moderation Study," Sustainability, MDPI, vol. 16(20), pages 1-24, October.
    15. Tobias D. Herbst & J. Piet Hausberg, 2024. "Improving Innovation Performance by Means of Open Innovation: The Role of Entrepreneurial Orientation and Information Technology Capability," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 21(03), pages 1-31, May.
    16. Li, Xiaolin & Zhang, Mengjie & Li, Weiwen & Chen, Juanyi, 2025. "Looking for new possibilities in emerging industries: The impact of strategic sensing capability on high-tech startups’ product innovation," Journal of Business Research, Elsevier, vol. 189(C).
    17. 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.
    18. 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.
    19. Sandeep Vij & Harpreet Singh Bedi, 2016. "Effect Of Organisational And Environmental Factors On Innovativeness And Business Performance Relationship," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(03), pages 1-28, April.
    20. Glavas, Charmaine & Mathews, Shane, 2014. "How international entrepreneurship characteristics influence Internet capabilities for the international business processes of the firm," International Business Review, Elsevier, vol. 23(1), pages 228-245.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    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.