A PLS-SEM analysis of environmental-informational entrepreneurship-eco-innovativeness relationship: Mediating and moderating effect of green market-appropriating and green institutions

Abstract

PURPOSE: Based on the triple helix innovation and quintuple helix theories, this study analyzes the mediating effect of green market-appropriating entrepreneurship, and moderating influence of green institutions in the relationship between environmental entrepreneurship and green informational entrepreneurship (i.e. green producer-focused information and green customer-focused information entrepreneurship) and eco-innovativeness of SMEs in Nigeria. METHODOLOGY: This study applies a predictive quantitative design using survey data from 313 green entrepreneurs, managers, and executives of SMEs within the innovative district in South-East, Nigeria. SPSS 23.0 was used to conduct factor analysis and the unidimensionality of factors, while PLS-SEM 4 was used to analyze the structural model evaluation, cross-validated predictive test (CVPAT), mediation and moderation tests.
FINDINGS: The findings confirm positive and significant effect of environmental and green informational entrepreneurship, the mediating effect of green market-appropriating entrepreneurship on SMEs eco-innovativeness. Through green institutions, different contingent effects were identified demonstrating the need for enhanced institutional framework and policy to support SMEs eco-innovation.
IMPLICATIONS: The findings provide useful implications for SMEs managers, green businesses and public policy formulators to promote sustainable eco-innovation mediated by green market-appropriating entrepreneurship. To attain the needed innovation ecosystem, institutions are key factors; however, they need to consciously evolve market-driven and knowledge-based competencies to stimulate eco-innovations and sustainable industry. ORIGINALITY AND VALUE: Unlike most research on green entrepreneurship and sustainable environment that focused on developed countries, this study contextualizes the mediating effect of green market-appropriating entrepreneurship and contingent influence of green institutions on eco-innovativeness of SMEs in emerging economies with specific focus on South-East, Nigeria highlighting the direct effect of environmental and green informational entrepreneurship. The research contributes to existing literature by challenging conventional assumptions of triple helix innovation and quintuple helix theories by providing first empirical evidence in the context of SMEs eco-innovativeness in South-East, Nigeria on the mediating and moderating influence of green market-appropriating entrepreneurship and green institutions in eco-innovativeness sustainability.