The role of technological absorption capacity, enviropreneurial orientation, and green marketing in enhancing business' sustainability: evidence from fast-moving consumer goods in Tanzania

Purpose Given current global environmental concerns, traditional marketing and entrepreneurial practices of small businesses are considered ineffective. This is because sustainability requires the involvement of social, economic, and environmental dimensions. This study, therefore, aims at analyzing the moderating effect of technological absorptive capacity (TEOC) in the relationship between green marketing mix (GMX), enviropreneurial orientation (ENVO) and the sustainability of small businesses (SUST). Design/methodology/approach This study is cross-sectional. This study used data from 243 fast-moving consumer goods (FMCG) industries, such as food and beverages, cleaning products, office supplies, cosmetics, and toiletries. Structural equation mdeling (SEM) and the PROCESS macro test were employed during data analysis. Findings The findings suggest that GMX and ENVO are significant determinants of SUST. Also, TEOC is a significant moderator of GMX, ENVO, and SUST. Research limitations/implications This study used owner-managers as the respondents; future studies can use employees and customers to find out how small businesses involve other stakeholders in designing GMX and ENVO and adopting technologies for business sustainability and adopting technologies for business sustainability. Practical implications The study has practical implications for policymakers and owner-managers, especially on the significant contributions of GMX, ENVO, and TEOC to business sustainability. Originality/value Depending only on traditional marketing and entrepreneurial practices is no longer a reliable technique for business sustainability. By bringing environmental aspects into business management through a green marketing mix and enviropreneurial orientation, the study provides a unique and new way of thinking about sustainability. Also, the study adds knowledge to the body of literature through a moderating effect of TEOC in the relationship between GMX, ENVO, and SUST.