Explaining Sustainable Green Entrepreneurship in the Disruptive Era: Integrating Psychological, Marketing, and Institutional Perspectives

Abstract

This study examines the relationships among entrepreneur-level characteristics, marketing literacy, personal attitude, regulatory support, and Sustainable Green Entrepreneurship (SGE) among MSMEs in Aceh Province. Specifically, it investigates the mediating role of personal attitude in the relationships between entrepreneur-level characteristics, marketing literacy, and SGE, as well as the moderating role of regulatory support in the relationship between personal attitude and SGE. Using survey data collected from 323 MSME owners and managers, the proposed relationships were examined using covariance-based structural equation modelling (CB-SEM). The findings indicate that entrepreneur-level characteristics and marketing literacy are significantly associated with personal attitude and SGE. Personal attitude partially mediates the relationships between entrepreneur-level characteristics, marketing literacy, and SGE. Furthermore, regulatory support significantly moderates the relationship between personal attitude and SGE. The positive interaction indicates that the negative association between personal attitude and SGE becomes less negative as regulatory support increases, although the conditional relationship remains negative at low, mean, and high levels of regulatory support. These findings indicate that SGE is associated with entrepreneurial characteristics, marketing capability, sustainability-oriented attitudes, and the institutional conditions within which MSMEs operate.