Izvorni znanstveni članak
https://doi.org/10.2478/zireb-2025-0018
How Green Creativity Acts as a Mediator between the Intention of Female Entrepreneurship and Career Sustainability: A Research Conducted within the Context of Small and Medium-Sized Enterprises in Pakistan
Shahina Qurban Jan
orcid.org/0009-0005-8432-7020
; Xi’an University of Technology, Xi’an, China
*
Jiang Junfeng
; Xi’an University of Technology, Xi’an, China
Muhammad Babar Iqbal
orcid.org/0000-0002-2842-8936
; Xi’an University of Technology, Xi’an, China
Bilawal Ansari
; Iqra University, Karachi, Pakistan
* Dopisni autor.
Sažetak
This research investigates how entrepreneurial intention affects career sustainability. It also examines green creativity’s intervening role. The data was gathered from 150 women business owners from active small and medium enterprises, operating in Pakistan’s three major cities. Via a closed-ended questionnaire. The data was analyzed using structural equation modeling with partial least squares. Resultantly, entrepreneurial intention is directly associated with career sustainability and green creativity. Additionally, green creativity meaningfully mediates for entrepreneurial intention-green creativity relationship. The study’s findings provide individual female managers to introduce green innovation in businesses and further study delivers insightful knowledge that the Ministry of Commerce and company owners can utilize to encourage entrepreneurship in Pakistan. The study is limited to a single nation, and limited cities further exploration is highly to flourish the field of female entrepreneurship.
Ključne riječi
entrepreneurship intention; career sustainability; green creativity; small and medium enterprises
Hrčak ID:
341951
URI
Datum izdavanja:
30.11.2025.
Posjeta: 256 *