Green Communication and Its Reflections on Sustainable Entrepreneurial Behavior: A Quantitative Structural Equation Modeling Approach on a Sample of Algerian Business Incubators

Green Communication; Sustainable Entrepreneurial Behavior; Business Incubators; Structural Equation Modeling; Emerging Economies.

This study examines how green communication, understood here as a multidimensional strategic construct, shapes sustainable entrepreneurial behavior (SEB) among managers of business incubators in Algeria. Specifically, it asks whether green communication meaningfully reinforces sustainable entrepreneurship orientations within these incubators, and if so, through what mechanism. To answer this, a descriptive-analytical, quantitative design was adopted: a purpose-built, psychometrically validated questionnaire was administered to 187 managers and senior executives drawn from 23 operational business incubators across seven Algerian wilayas (provinces), over the period October 2025 to February 2026.

Using Structural Equation Modeling (SEM) in AMOS 26.0, all three dimensions of green communication — green marketing, environmental transparency, and organizational green communication — were found to exert statistically significant, positive effects on SEB. Environmental transparency proved the strongest predictor (β = 0.51, p<0.001), and green organizational culture acted as a significant partial mediator; together, the model explained 63.7% of the variance in SEB (R² = 0.637). The measurement model fit the data well (CFI = 0.947; RMSEA = 0.058), and bootstrap mediation analysis (5,000 resamples, 95% CI) supported all indirect pathways. Taken together, these results contribute to both theory and practice on sustainable business environments in emerging economies, with clear implications for how Algeria's incubation infrastructure is designed and supported.