The Effect Of Attitude Towards Sustainable Business Models, Social Norms And Perceived Behavioral Control On Behavioral Intention To Adopt It With Open Innovation Ecosystem Partnership As An Intervening Variable
(A Case Study On Cobek Batu Merapi Business)
Keywords:
sustainable business models, social norms, perceived behavioral control, open innovation ecosystem partnerships, behavioral intentions, MSMEs.
Abstract
This study aims to analyze the influence of attitudes towards sustainable business models, social norms, and perceived behavioral control on the behavioral intentions of MSMEs in adopting sustainable business models, with open innovation ecosystem partnerships as an intervening variable. The object of the study focused on the Karya Batu Indah MSME, namely Cobek Batu Merapi craftsmen who have the potential to develop their business through the application of sustainability principles. Respondents in this study numbered 110 people, with the following criteria: being an active business actor in the Karya Batu Indah MSME, having run the business for at least one year, having a role in business decision-making, and being willing and able to provide information needed in the study. Data collection was carried out using a five-point Likert scale questionnaire, then the data were analyzed using the Partial Least Squares (PLS)-based Structural Equation Modeling (SEM) method through SmartPLS 3.0 software. The results showed that social norms have a significant positive influence on open innovation ecosystem partnerships, as well as contributing to attitudes and perceived behavioral control. Furthermore, open innovation ecosystem partnerships and perceived behavioral control were shown to have a significant positive influence on the behavioral intentions of MSMEs in adopting sustainable business models. Attitudes toward sustainable business models also positively influence behavioral intentions. The conclusion of this study is that the adoption of sustainable business models in the Cobek Batu Merapi MSME industry is more determined by social support and the business owner's ability to manage sustainability practices than by individual attitudes alone. Therefore, building a partnership ecosystem that supports open innovation and strengthens social norms is key to increasing MSME commitment to sustainability.
References
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Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263–1279.
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Edward, AV, & Frinaldi, A. (2024). The Influence of Organizational Culture on the Creation of Innovative Behavior in Improving the Performance of Public Organizations. Polyscopia, 1(3), 62–68.
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Farrow, K., Grolleau, G., & Ibanez, L. (2017). Social norms and pro-environmental behavior: A review of the evidence. Ecological Economics, 140, 1–13.
Geissdoerfer, M., Vladimirova, D., & Evans, S. (2018). Sustainable business model innovation: A review. Journal of Cleaner Production, 198, 401–416.
Giudice, M. Del, Scuotto, V., Papa, A., Tarba, S.Y., Bresciani, S., & Warkentin, M. (2021). A self‐tuning model for smart manufacturing SMEs: Effects on digital innovation. Journal of Product Innovation Management, 38(1), 68–89.
Hair, JF, Black, WC, Babin, BJ, & Anderson, RE (2017). Multivariate Data Analysis: Maxwell Macmillan International Editions. Prentice Hall.
Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications Inc. https://eli.johogo.com/Class/CCU/SEM/_A Primer on Partial Least Squares Structural Equation Modeling_Hair.pdf
Jansson, J., Nordlund, A., & Westin, K. (2017). Examining drivers of sustainable consumption: The influence of norms and opinion leadership on electric vehicle adoption in Sweden. Journal of Cleaner Production, 154, 176–187.
Junco, CAA, Ramírez, MPP, & Corredor, YMP (2024). Organizational Intentions Toward Implementing Socially Responsible Investment: An Expanded Approach To The Theory Of Planned Behavior (TPB). Innovar, 34(94). https://doi.org/10.15446/innovar.v34n94.116819
Kautonen, T., Van Gelderen, M., & Fink, M. (2015). Robustness of the theory of planned behavior in predicting entrepreneurial intentions and actions. Entrepreneurship Theory and Practice, 39(3), 655–674.
Kiriakidis, S. (2017). Perceived Behavioral Control in the Theory of Planned Behavior: Variability of Conceptualization and Operationalization and Implications for Measurement. Springer Proceedings in Business and Economics, 197–202. https://doi.org/10.1007/978-3-319-33865-1_25
Lüdeke‐Freund, F. (2020). Sustainable entrepreneurship, innovation, and business models: Integrative framework and propositions for future research. Business Strategy and the Environment, 29(2), 665–681.
Minatogawa, V., Franco, M., Rampasso, IS, Holgado, M., Garrido, D., Pinto, H., & Quadros, R. (2022). Towards Systematic Sustainable Business Model Innovation: What Can We Learn from Business Model Innovation. Sustainability, 14(5), 2939. https://doi.org/10.3390/su14052939
Nosratabadi, S., Mosavi, A., Shamshirband, S., Zavadskas, E.K., Rakotonirainy, A., & Chau, K.W. (2019). Sustainable business models: A review. Sustainability, 11(6), 1663.
Papagiannakis, G., & Lioukas, S. (2012). Values, attitudes and perceptions of managers as predictors of corporate environmental responsiveness. Journal of Environmental Management, 100, 41–51. https://doi.org/10.1016/j.jenvman.2012.01.023
Permata, MS, Zunaidi, A., Hermadiani, F., & Chumairo, M. (2023). Resilient Ummah Economy: Challenges and Prospects of the Halal Industry Post-Covid-19 Pandemic Crisis. Proceedings of Islamic Economics, Business, and Philanthropy, 2(1), 352–365.
Phuoc, D.Q.N., Su, D.N., Tran, PTK, Le, D.-TT, & Johnson, L.W. (2020). Factors influencing customer's loyalty towards ride-hailing taxi services – A case study of Vietnam. Transportation Research Part A: Policy and Practice, 134, 96–112. https://doi.org/10.1016/j.tra.2020.02.008
Pikkarainen, M., Ervasti, M., Hurmelinna-Laukkanen, P., & Nätti, S. (2017). Orchestration roles to facilitate networked innovation in a healthcare ecosystem.
Purtik, H., & Arenas, D. (2019). Embedding Social Innovation: Shaping Societal Norms and Behaviors Throughout the Innovation Process. Business & Society, 58(5), 963–1002. https://doi.org/10.1177/0007650317726523
Rachman, MM (2022). Locus of Control as an Individual Employee's Driver of Success. Cipta Media Nusantara.
Severo, E.A., De Guimarães, J.C.F., & Dellarmelin, M.L. (2021). Impact of the COVID-19 pandemic on environmental awareness, sustainable consumption and social responsibility: Evidence from generations in Brazil and Portugal. Journal of Cleaner Production, 286, 124947.
Spithoven, A., Vanhaverbeke, W., & Roijakkers, N. (2013). Open innovation practices in SMEs and large enterprises. Small Business Economics, 41, 537–562.
Thomas, T. E., & Lamm, E. (2012). Legitimacy and Organizational Sustainability. Journal of Business Ethics, 110(2), 191–203. https://doi.org/10.1007/s10551-012-1421-4
Udiyasa, K., & Madubun, J. (2023). Triple Helix Collaboration in the Village Innovation Program: Encouraging a Knowledge-Based Economy in Poka Village, Ambon City. Populis: Journal of Social and Political Sciences, 18(1), 32–49.
Vanhaverbeke, W., Frattini, F., Roijakkers, N., & Usman, M. (2018). Researching open innovation in SMEs. WorldScientific.
White, K.M., Smith, J.R., Terry, D.J., Greenslade, J.H., & McKimmie, B.M. (2009). Social influence in the theory of planned behavior: The role of descriptive, injunctive, and in‐group norms. British Journal of Social Psychology, 48(1), 135–158.
Yzer, M. (2012). Perceived behavioral control in reasoned action theory: A dual-aspect interpretation. Annals of the American Academy of Political and Social Science, 640(1), 101–117. https://doi.org/10.1177/0002716211423500
Zhang, B., & Wang, H. (2021). Network Proximity Evolution of Open Innovation Diffusion: A Case of Artificial Intelligence for Healthcare. Journal of Open Innovation: Technology, Markets, and Complexity, 7(4), 222. https://doi.org/10.3390/joitmc7040222
Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. In Action Control (pp. 11–39). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-69746-3_2
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Alexa, L., Apetrei, A., & Sapena, J. (2021). The COVID-19 Lockdown Effect on the Intention to Purchase Sustainable Brands. Sustainability, 13(6), 3241. https://doi.org/10.3390/su13063241
Altaf, M., & Khan, N.J. (2024). Business Ecosystem and Sustainable Innovative Practices. In Sustainable Finance: Vol. Part F4262 (pp. 261–288). https://doi.org/10.1007/978-3-031-56423-9_10
Andriani, S., & Mu'is, A. (2017). Managerial Assistant for Small and Medium Enterprises Towards the Realization of Tourist Destinations in Singosari District, Malang Regency. EL MUHASABA: Accounting Journal (e-Journal), 8(1), 67–87.
Ayandibu, AO, & Ayandibu, E.O. (2024). The role of innovation in sustainable entrepreneurship. In Sustainable Development in Industry and Society 5.0: Governance, Management, and Financial Implications (pp. 205–221). https://doi.org/10.4018/979-8-3693-7322-4.ch010
Bansal, M., Kumar, A., & Badhani, K. N. (2021). Do Indian firms engage in classification shifting to report inflated core earnings? Managerial Finance, 47(11), 1533–1552.
Bereczki, I., & Füller, J. (2024). SME and Startup Collaboration in the Context of Open Innovation Projects: SMEs' Digital Transformation. International Journal of Innovation and Technology Management, 21(6). https://doi.org/10.1142/S0219877024500433
Bogers, M., Zobel, A.-K., Afuah, A., Almirall, E., Brunswicker, S., Dahlander, L., Frederiksen, L., Gawer, A., Gruber, M., & Haefliger, S. (2017). The open innovation research landscape: Established perspectives and emerging themes across different levels of analysis. Industry and Innovation, 24(1), 8–40.
Cantele, S., & Zardini, A. (2020). What drives small and medium enterprises towards sustainability? Role of interactions between pressures, barriers, and benefits. Corporate Social Responsibility and Environmental Management, 27(1), 126–136. https://doi.org/10.1002/csr.1778
Cardinal, J. S., & Cardinal, J. A. L. (2024). Information, Entanglement, and Emergent Social Norms: Searching for 'Normal.' Societies, 14(11). https://doi.org/10.3390/soc14110227
Chesbrough, H., Lettl, C., & Ritter, T. (2018). Value creation and value capture in open innovation. Journal of Product Innovation Management, 35(6), 930–938.
Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263–1279.
Duarte, LO, Reis, DA, Fleury, AL, Vasques, RA, Filho, HF, Koria, M., & Ramos, J.B. (2021). Innovation Ecosystem framework directed towards Sustainable Development Goal #17 partnerships implementation. Sustainable Development, 29(5), 1018–1036. https://doi.org/10.1002/sd.2191
Edward, AV, & Frinaldi, A. (2024). The Influence of Organizational Culture on the Creation of Innovative Behavior in Improving the Performance of Public Organizations. Polyscopia, 1(3), 62–68.
Farell, M. P., & Miralles, F. (2022). Business Model Adaptation to the COVID-19 Crisis: Strategic Response of the Spanish Cultural and Creative Firms. Journal of Open Innovation: Technology, Markets, and Complexity, 8(1), 39. https://doi.org/10.3390/joitmc8010039
Farell, M. P., Miralles, F., & Vaziri, M. (2023). Open and sustainable business model innovation: An intention-based perspective from the Spanish cultural firms. Journal of Open Innovation: Technology, Markets, and Complexity, 9(2), 100036. https://doi.org/10.1016/j.joitmc.2023.100036
Farrow, K., Grolleau, G., & Ibanez, L. (2017). Social norms and pro-environmental behavior: A review of the evidence. Ecological Economics, 140, 1–13.
Geissdoerfer, M., Vladimirova, D., & Evans, S. (2018). Sustainable business model innovation: A review. Journal of Cleaner Production, 198, 401–416.
Giudice, M. Del, Scuotto, V., Papa, A., Tarba, S.Y., Bresciani, S., & Warkentin, M. (2021). A self‐tuning model for smart manufacturing SMEs: Effects on digital innovation. Journal of Product Innovation Management, 38(1), 68–89.
Hair, JF, Black, WC, Babin, BJ, & Anderson, RE (2017). Multivariate Data Analysis: Maxwell Macmillan International Editions. Prentice Hall.
Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications Inc. https://eli.johogo.com/Class/CCU/SEM/_A Primer on Partial Least Squares Structural Equation Modeling_Hair.pdf
Jansson, J., Nordlund, A., & Westin, K. (2017). Examining drivers of sustainable consumption: The influence of norms and opinion leadership on electric vehicle adoption in Sweden. Journal of Cleaner Production, 154, 176–187.
Junco, CAA, Ramírez, MPP, & Corredor, YMP (2024). Organizational Intentions Toward Implementing Socially Responsible Investment: An Expanded Approach To The Theory Of Planned Behavior (TPB). Innovar, 34(94). https://doi.org/10.15446/innovar.v34n94.116819
Kautonen, T., Van Gelderen, M., & Fink, M. (2015). Robustness of the theory of planned behavior in predicting entrepreneurial intentions and actions. Entrepreneurship Theory and Practice, 39(3), 655–674.
Kiriakidis, S. (2017). Perceived Behavioral Control in the Theory of Planned Behavior: Variability of Conceptualization and Operationalization and Implications for Measurement. Springer Proceedings in Business and Economics, 197–202. https://doi.org/10.1007/978-3-319-33865-1_25
Lüdeke‐Freund, F. (2020). Sustainable entrepreneurship, innovation, and business models: Integrative framework and propositions for future research. Business Strategy and the Environment, 29(2), 665–681.
Minatogawa, V., Franco, M., Rampasso, IS, Holgado, M., Garrido, D., Pinto, H., & Quadros, R. (2022). Towards Systematic Sustainable Business Model Innovation: What Can We Learn from Business Model Innovation. Sustainability, 14(5), 2939. https://doi.org/10.3390/su14052939
Nosratabadi, S., Mosavi, A., Shamshirband, S., Zavadskas, E.K., Rakotonirainy, A., & Chau, K.W. (2019). Sustainable business models: A review. Sustainability, 11(6), 1663.
Papagiannakis, G., & Lioukas, S. (2012). Values, attitudes and perceptions of managers as predictors of corporate environmental responsiveness. Journal of Environmental Management, 100, 41–51. https://doi.org/10.1016/j.jenvman.2012.01.023
Permata, MS, Zunaidi, A., Hermadiani, F., & Chumairo, M. (2023). Resilient Ummah Economy: Challenges and Prospects of the Halal Industry Post-Covid-19 Pandemic Crisis. Proceedings of Islamic Economics, Business, and Philanthropy, 2(1), 352–365.
Phuoc, D.Q.N., Su, D.N., Tran, PTK, Le, D.-TT, & Johnson, L.W. (2020). Factors influencing customer's loyalty towards ride-hailing taxi services – A case study of Vietnam. Transportation Research Part A: Policy and Practice, 134, 96–112. https://doi.org/10.1016/j.tra.2020.02.008
Pikkarainen, M., Ervasti, M., Hurmelinna-Laukkanen, P., & Nätti, S. (2017). Orchestration roles to facilitate networked innovation in a healthcare ecosystem.
Purtik, H., & Arenas, D. (2019). Embedding Social Innovation: Shaping Societal Norms and Behaviors Throughout the Innovation Process. Business & Society, 58(5), 963–1002. https://doi.org/10.1177/0007650317726523
Rachman, MM (2022). Locus of Control as an Individual Employee's Driver of Success. Cipta Media Nusantara.
Severo, E.A., De Guimarães, J.C.F., & Dellarmelin, M.L. (2021). Impact of the COVID-19 pandemic on environmental awareness, sustainable consumption and social responsibility: Evidence from generations in Brazil and Portugal. Journal of Cleaner Production, 286, 124947.
Spithoven, A., Vanhaverbeke, W., & Roijakkers, N. (2013). Open innovation practices in SMEs and large enterprises. Small Business Economics, 41, 537–562.
Thomas, T. E., & Lamm, E. (2012). Legitimacy and Organizational Sustainability. Journal of Business Ethics, 110(2), 191–203. https://doi.org/10.1007/s10551-012-1421-4
Udiyasa, K., & Madubun, J. (2023). Triple Helix Collaboration in the Village Innovation Program: Encouraging a Knowledge-Based Economy in Poka Village, Ambon City. Populis: Journal of Social and Political Sciences, 18(1), 32–49.
Vanhaverbeke, W., Frattini, F., Roijakkers, N., & Usman, M. (2018). Researching open innovation in SMEs. WorldScientific.
White, K.M., Smith, J.R., Terry, D.J., Greenslade, J.H., & McKimmie, B.M. (2009). Social influence in the theory of planned behavior: The role of descriptive, injunctive, and in‐group norms. British Journal of Social Psychology, 48(1), 135–158.
Yzer, M. (2012). Perceived behavioral control in reasoned action theory: A dual-aspect interpretation. Annals of the American Academy of Political and Social Science, 640(1), 101–117. https://doi.org/10.1177/0002716211423500
Zhang, B., & Wang, H. (2021). Network Proximity Evolution of Open Innovation Diffusion: A Case of Artificial Intelligence for Healthcare. Journal of Open Innovation: Technology, Markets, and Complexity, 7(4), 222. https://doi.org/10.3390/joitmc7040222
Published
2025-10-28
How to Cite
Pamungkas, A. S., & Hasin, A. (2025). The Effect Of Attitude Towards Sustainable Business Models, Social Norms And Perceived Behavioral Control On Behavioral Intention To Adopt It With Open Innovation Ecosystem Partnership As An Intervening Variable : (A Case Study On Cobek Batu Merapi Business). International Journal of Business and Quality Research, 3(04), 185-206. https://doi.org/10.63922/ijbqr.v3i04.2409
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