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; Jiang Junfeng; Muhammad Babar Iqbal; Bilawal Ansari

doi:10.2478/zireb-2025-0018

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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

Zagreb International Review of Economics and Business

Volume 28 (2025): Issue 2 (November 2025)

By: Shahina Qurban Jan, Jiang Junfeng, Muhammad Babar Iqbal and Bilawal Ansari

Open Access

|Dec 2025

Abstract

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.

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Articles in this issue

DOI: https://doi.org/10.2478/zireb-2025-0018 | Journal eISSN: 1849-1162 | Journal ISSN: 1331-5609

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Language: English

Page range: 105 - 128

Published on: Dec 6, 2025

Published by: University of Zagreb, Faculty of Economics & Business

In partnership with: Paradigm Publishing Services

Publication frequency: 2 issues per year

Keywords:

entrepreneurship intention,

career sustainability,

green creativity,

small and medium enterprises

Related subjects:

Business and economics,

Political economics,

Macroeconomics,

Public finance and fiscal theory,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance

© 2025 Shahina Qurban Jan, Jiang Junfeng, Muhammad Babar Iqbal, Bilawal Ansari, published by University of Zagreb, Faculty of Economics & Business
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 28 (2025): Issue 2 (November 2025)