INTENTIONS TO ADOPT ECOPRENEURSHIP WITH MODERATING EFFECT OF COLLECTIVISM: A CASE OF SME SECTOR OF PAKISTAN

SME sector, particularly manufacturing SME's, must recognize importance of economic sustainability and seek out routes that support for sustainability, like ecopreneurship. This study explores ecopreneurship adoption intentions while expanding the theory of planned behaviour model by incorporating moderating effect of collectivism. The population of research is comprised of Pakistani manufacturing SMEs. Study's sample includes of manufacturing SMEs operating in Lahore region. Employees of SMEs were surveyed to obtain data. The results suggested that attitude to ecopreneurship, subjective norms and self-efficacy are primary drivers of ecopreneurship. Further, outcomes revealed that collectivism has moderating effect amid observed variables. Also, relevance of three-way interactions for attitude, subjective norms, and self-efficacy with collectivism has shown moderating effect of collectivism. Environmentally responsible firms SME's generate greater possibilities since many successful businesses are ecologically aware and continually seek the economic benefits by being green. The research is thus restricted to Pakistani manufacturing SMEs.