EFFECT OF SOCIAL ENTREPRENEURSHIP ON SUSTAINABILITY OF SMES MEDIATED BY GREEN INNOVATION IN KENYA
EFFECT OF SOCIAL ENTREPRENEURSHIP ON SUSTAINABILITY OF SMES MEDIATED BY GREEN INNOVATION IN KENYA
Dr. Bartocho Evaline Jerotich - Lecturer, University of Eldoret, Kenya
Dr. Tanui Emmanuel Kibet - Lecturer, University of Eldoret, Kenya
ABSTRACT
Businesses and industries of all sizes are finding it difficult to sustain themselves as a result of COVID-19. On the other hand, some companies have seized this chance to carve out a niche, while others attempt adaptation to the shifting climate and adopt innovation. The study's goal was to determine how green innovation mediates the link between social entrepreneurship and the sustainability of SMEs in Kenya. 281 managers were chosen as the sample size out of a target population of 940 managers. Primary information gathered by questionnaires. Expert judgment and reliability analysis were used to determine validity and reliability. Using structural equation modeling and linear regression, hypotheses were evaluated. AMOS application was employed in data analysis that produced structural equation models. The results demonstrated that the hypotheses had statistical significance. Indirect effects (β=.203) were less significant than the overall impact of social entrepreneurship (β=.550) in regard to small and medium-sized businesses sustainability. The sum of the direct and indirect impacts is (β=.753). Social entrepreneurship and SMEs' sustainability were positively correlated. The connection between social entrepreneurship and the sustainability of SMEs was somehow mediated by green innovation. The outcomes will offer appropriate strategies for Kenya's SMEs to survive. Results suggest an advantage over rival businesses and SMEs should provide distinctive goods and services.
