This study aims to draw on entrepreneurial effectuation theory and job crafting theory to explore managers or owners’ perspectives on agribusiness firms’ entrepreneurial marketing (EM) and organisational green performance in an emerging economy.
The study used existing instruments and convenience sampling to select 322 entrepreneurs/owner-managers in agribusiness SMEs. The moderation–mediation model was analysed using structural equation modelling.
The study revealed that EM significantly influences organisational green performance, and that job crafting, in turn, significantly influences organisational green performance. However, EM has a negative and insignificant influence on job crafting. Furthermore, effectuation significantly moderates the relationship between EM and job crafting, while job crafting plays a mediating role in the relationship between EM and organisational green performance.
This study contributes to the literature by using insights from effectuation and job crafting to clarify the internal mechanisms of EM in agribusiness firms in an emerging economy.
