How Can Industrial SMEs Achieve Sustainability through Cleaner Production? Green Marketing’s Role as a Mediator

Abstract

For small and medium-sized enterprises (SMEs) seeking to adhere to sustainable standards and gain a sustained competitive edge, green marketing and cleaner production are increasingly imperative. Green marketing has grown a lot in popularity in the present market, which makes it possible to rebrand and repackage existing products. This study looks at how green marketing in Algerian industrial SMEs might help achieve sustainability through cleaner production. Data analysis was performed using Smart PLS 4 softwareV.4.1.0.8 and structural equation modeling. With a mediation effect of 47.4%—higher than the direct impact of cleaner production on sustainability—the study’s conclusion is that green marketing strongly mediates the relationship between cleaner production and sustainability. This suggests that by combining green marketing with cleaner production methods, SMEs can reap significant profits. In accordance with their financial and environmental goals, SMEs can effectively incorporate cleaner production methods and green marketing with the help of the research’s practical recommendations.

1. Introduction

Today, green marketing practices and cleaner production are becoming crucial for small and medium-sized enterprises (SMEs), especially to achieve long-term competitive advantages. According to recent research, incorporating environmental considerations into marketing plans through green marketing can offer distinction, improve operational effectiveness, draw in customers who are concerned with sustainability, and ultimately improve profitability and brand perception for businesses [1]. This leads to achieving sustainable growth among the SMEs.

Achieving sustainable growth is a primary priority in the 2030 United Nations Development Agenda, and this is especially addressed by Sustainable Development Goal 11 [2]. Several scholars have pointed out that this goal is focused on developing sustainable cities [3]. Scientific and technological advancements in today’s production and manufacturing processes have significantly increased environmental problems and pressures due to the generation of harmful waste detrimental to both the environment and human health [4]. Despite growing global awareness of the importance of environmental sustainability [5], SMEs have actively sought optimal solutions. Cleaner production has emerged as a particularly suitable preventive approach for environmental preservation [6]. This environmental strategy focuses on reducing waste and emissions at the source by continually introducing new procedures and technologies that prevent environmental harm [7]. Cleaner production comprehensively addresses processes, products, and services to enhance the overall efficiency and reduce risks to both humans and the environment [8]. As a crucial aspect of advancing sustainability research, it diminishes risks to humans and the environment, necessitating a shift toward environmentally responsible attitudes in managing and evaluating technology options [9].

Cleaner production and green marketing have become central pillars for SMEs seeking sustainable competitive advantages. Using preventive environmental measures for goods, services, and processes, cleaner manufacturing seeks to improve production lines’ efficiency while lowering environmental and human risks [10,11]. There are several ways to achieve cleaner production, even though it may initially seem complicated. These include minimizing water consumption, reducing the volume of water discharged into the environment, reducing the effects of greenhouse gases, and using other techniques [12,13,14].

Green marketing has gained particular prominence in today’s market, enabling the rebranding and repackaging of existing products [15]. It encompasses a wide range of activities, including product modification, changes in production processes, and alterations in packaging [16]. Green marketing is an environmental component and a source of competitive advantage that facilitates trade, achieves organizational and individual objectives while preserving the environment, and protects it as a strategic effort to provide eco-friendly organization products to customers [17]. It aims to meet consumer needs and desires without causing any harm to the surrounding environment, be it the product itself or the production, packaging, and distribution processes [18]. Green marketing contributes to the success of SMEs by marketing environmentally friendly products to achieve their goals, sustain their businesses, and meet customer needs and requirements, ultimately aiming for sustainable development. Thus, cleaner production and green marketing can significantly contribute to achieving sustainable development by meeting market demands for eco-friendly products and services. These are social and economic processes that lead to the political and economic integration of social activities while maintaining the natural balance and sustainability of core activities to ensure the ability to meet the basic needs of certain communities and present and future generations [19].

We should pursue sustainable development continuously and diligently, even though achieving it fully may not be possible. This development process enhances the environment and improves the quality of human life by protecting, conserving, and reducing undesirable environmental use [20].

The growing concern for environmental issues and sustainability in many economic sectors, particularly in the industrial field, necessitates enterprises to enhance their operations and practices to reduce negative environmental impacts and ensure long-term business sustainability.

In order to increase human well-being both now and in the future, sustainable development is based on sustainability theory, which emphasizes integrative choices that find an equilibrium between equity in society, environmental conservation, and financial stability [21].

Based on sustainability theory and sustainable development, this research focuses on the direct impact related to these theories on both science and society. The philosophy of sustainability places emphasis on functioning within ecological boundaries, whereas sustainable development unifies environmental sustainability with social justice, necessitating limitations on human endeavors to safeguard the welfare of forthcoming generations [22].

In management and other disciplines, sustainability—which is linked to favorable long-term conditions—is a naturally applicable endeavor [23]. The ability to sustain natural and social systems throughout time is referred to as sustainability, and it gauges how well these systems are doing [24]. In addition, this research supports and aligns with sustainable development theory, which incorporates social, economic, and environmental aspects, though it is sometimes criticized for being ambiguous and lacking in precision [25].

This paper aims to review the pivotal role played by both cleaner production and green marketing in achieving environmental and economic sustainability for SMEs. There is a lack of knowledge in this area. Very few studies have tried to understand this role, especially in Algeria’s industries. The majority of previous studies in Algeria focused on issues such as the green supply chain and green entrepreneurship [26,27]. This research sheds light on the importance of adopting sustainable environmental practices in production and marketing, where cleaner production contributes to improving operational efficiency and reducing waste and costs, while green marketing strives to promote products and services in ways that enhance environmental awareness and encourage sustainability. For economic enterprises, this research aims to clarify the potential benefits of implementing cleaner production and green marketing practices, such as enhancing the company’s environmental reputation, attracting new customers through sustainability principles, and reducing environmental costs while improving resource utilization efficiency. Additionally, the research provides practical guidance for enterprises on how to implement cleaner production and green marketing strategies in a manner that aligns with their economic and environmental goals to achieve sustainability. From here, we propose the following research questions: (1) What is the role of cleaner production in achieving sustainability for SMEs through green marketing as a mediator? (2) What is the role of cleaner production in achieving sustainability for SMEs? (3) What is the role of cleaner production in SMEs’ adoption of green marketing? (4) What is the role of green marketing in achieving sustainability for SMEs?

The study employed a descriptive-analytical method by reviewing the literature on the study variables. Additionally, in 2023, we distributed surveys to a sample of SMEs in the industrial sector in Algeria to collect data for testing hypotheses and reaching conclusions. We used structural equation modeling with Smart PLS 4 software V.4.1.0.8 for data analysis.

This study is important because it highlights the critical role of cleaner production and green marketing in achieving environmental and economic sustainability for SMEs. By adopting these strategies, SMEs can reduce negative environmental impacts, enhance operational efficiency, and lower costs, thereby improving their competitive advantage in the global market [28]. The selection of SMEs in Algeria for this study was motivated by several important factors. First, SMEs represent a significant portion of the Algerian economy, contributing to job creation, economic growth, and innovation [29]. In recent years, the Algerian government has implemented various policies to support SMEs, recognizing their potential to drive sustainable development [30]. However, these enterprises face significant challenges related to environmental sustainability, particularly in adopting cleaner production and green marketing practices.

Considering the pressing global and local need for sustainable business practices, Algeria provides a unique and relevant context to explore the integration of environmental strategies within SMEs. This study aims to address these challenges by focusing on the Algerian market, where the implementation of cleaner production and green marketing is still in its early stages, making the findings of this research both timely and impactful. By studying Algerian SMEs, we aim to contribute to the body of knowledge on sustainable practices in emerging markets, which can also serve as a model for similar economies. This response highlights the relevance of Algeria’s economic context and the urgency of studying sustainable practices in its SMEs.

The study aims to provide a comprehensive analysis of how these practices contribute to sustainability by focusing on three main dimensions: economic, social, and environmental. It explores how green marketing can enhance brand image, attract environmentally conscious consumers, and promote eco-friendly products. Additionally, the study offers practical recommendations for SMEs on implementing cleaner production and green marketing strategies effectively, aligning with their economic and environmental goals. The study also identifies challenges SMEs face in adopting these strategies, proposing solutions, such as government support, strategic partnerships, and technological investments. By addressing these aspects, the study contributes to existing scientific literature and provides valuable insights for SMEs seeking sustainable competitive advantages.

2. Literature Review

2.1. What Is Sustainability?

Sustainability is a comprehensive concept that focuses on the ability to meet current needs without compromising the ability of future generations to meet their needs [19]. For enterprises, this is a necessary business strategy that enhances flexibility, innovation, and competitiveness in the contemporary global market [31]. Investing in sustainability can help these institutions achieve sustainable success and leave a positive legacy for future generations [32].

Sustainability encompasses three main dimensions, aimed at promoting balance among these aspects to achieve integrated and continuous progress [33]. The environmental dimension refers to protecting ecosystems and natural resources, reducing the environmental impact of human activities, and includes practices such as waste reduction, the use of renewable resources, and pollution control [34]. Investing in environmental sustainability can lead to tangible cost reductions by reducing resource and energy consumption [35]. Adhering to environmental standards protects enterprises from legal fines and penalties and enhances relationships with regulatory bodies [36].

The economic dimension relates to efficiency in resource use and investment in technologies and processes that promote economic growth while ensuring fairness and efficiency in resource distribution [37]. Sustainability enhances economic efficiency by improving resource management and supporting financial stability and long-term growth [38]. Enterprises that adopt sustainability standards may gain opportunities to enter new markets or engage in business partnerships that favor sustainability [39].

The social dimension focuses on promoting well-being and social justice, including working to achieve equality, supporting local communities, and improving working and living conditions [40]. Enterprises demonstrating commitment to social responsibility attract customers who value ethical values, enhancing brand loyalty. Active participation in supporting local communities builds a positive reputation and enhances local relationships, facilitating expansion and growth [41].

2.2. Cleaner Production and Green Marketing

Cleaner production is an environmental concept that focuses on reducing waste and emissions at their source during production processes. This concept involves increasing the efficiency of raw material and energy use and reducing the environmental impact of production without compromising product quality or efficiency. The philosophy of cleaner production emphasizes pollution prevention rather than post-pollution treatment [42]. It has been demonstrated that cleaner production is a successful strategy for increasing material utilization, lowering energy use, and lowering emissions. Additionally, it encourages proactive preventive measures and a comprehensive understanding of the environment, economy, resources, and production [28].

Cleaner production involves improving production processes to reduce raw material and energy consumption, leading to significant reductions in operational costs and improving the products’ competitiveness [43]. For industrial SMEs, which are often resource-constrained, cleaner production can be key to survival and growth in a competitive market [44]. Additionally, cleaner production enhances compliance with local and international environmental regulations, reducing legal risks and improving relations with stakeholders [42].

We can say that businesses that use cleaner production methods might capitalize on the growing environmental consciousness of consumers by using this to their advantage in marketing campaigns [45]. A company’s ability to comprehend and effectively explain the ecological effects of its products is facilitated by its emphasis on lifecycle evaluation, which is essential for successful green marketing [46]. Cleaner production gives businesses a competitive edge in competition by lowering their negative effects on the ecosystem, enhancing product sustainability, and appealing to environmentally concerned clients [45]. By enhancing product quality, cutting waste, and adhering to environmental standards, cleaner production strengthens green marketing strategies and expands the market for sustainable goods [47].

Adopting cleaner production strategies can be a vital element in achieving a competitive advantage for SMEs in several key ways. These strategies not only contribute to environmental preservation but also enhance operational efficiency and improve the company’s overall image in the market [48]. The following are some of the key ways in which SMEs can achieve a competitive advantage through cleaner production:

-

Improving public image and relations—building a green brand enhances the company’s image as an environmentally responsible entity, attracting new customers, especially those concerned about environmental issues, and companies that adopt environmentally friendly practices often have stronger relationships with local communities and governments [49].

-

Accessing new markets—meeting international sustainability standards can open up new markets, and large companies often prefer to work with suppliers who adopt cleaner production practices [50].

Cleaner production refers to manufacturing strategies and practices aimed at reducing or eliminating the production of waste and harmful emissions during the production process itself. This strategy seeks to achieve resource efficiency and reduce the environmental impact [51]. It encompasses several key dimensions:

• Zero pollution. Considered a fundamental dimension of cleaner production, it focuses on minimizing pollution as much as possible, including solid waste, gas emissions, and water pollutants. Cleaner production strives to achieve this by designing processes and products in a way that minimizes waste and emissions from the outset [52]. Achieving zero pollution enhances efficiency, reduces costs associated with waste treatment and environmental compliance, and improves the company’s public reputation [49].
• Cleaner technologies. This includes methods and equipment that reduce the environmental impact of production, including advanced treatment technology, automation that improves efficiency, and innovations that help use materials more effectively [52]. Using cleaner technologies in production helps achieve cleaner production goals directly by reducing waste, improving energy use, and lowering costs, thereby promoting sustainability and operational efficiency [7].
• Renewable energies, such as solar energy, wind energy, and hydropower, play a pivotal role in cleaner production. Utilizing these energies reduces reliance on non-renewable resources that cause high pollution, such as coal and oil [53]. Transitioning to renewable energies reduces costs in the long term and enhances sustainability, making production processes cleaner and less environmentally impactful [53].

The integration of these three dimensions enhances the principles of cleaner production and helps companies make significant progress toward environmental sustainability while improving economic performance and contributing to society [7]. SMEs can not only improve their environmental performance but also enhance their market position, enabling them to achieve a sustainable competitive advantage in the modern business world [50]. These practices lead to enhancing the green market ingredients. Green markers heavily depend on the output of cleaner production. Cleaner production gives enterprises a competitive edge by showcasing a dedication to sustainability, lessening environmental damage, and appealing to environmentally concerned consumers. This improves green marketing strategies [54].

H1: 

Cleaner production has a significant effect on green marketing.

2.3. Green Marketing and Sustainability

Green marketing involves the development and promotion of products or services that are environmentally friendly through marketing strategies focusing on sustainability [55]. Green promotion is the most important antecedent to green marketing, which has a positive, moderate effect on SMEs’ total firm performance. Innovation performance is the performance indicator that green marketing has the biggest influence on [56].

Enterprises adopting green marketing can differentiate themselves in the market and attract an increasingly environmentally conscious consumer base. This strategy not only helps build a positive brand image but also opens doors to new markets and business opportunities [57].

Green marketing, also known as environmental marketing or sustainable marketing, is a practice of developing and promoting products or services based on their environmental benefits [57]. This type of marketing includes strategies aimed at reducing the negative environmental impact and promoting environmental responsibility across all aspects of production, distribution, and consumption [55].

Green marketing foundations rest on authenticity and transparency, where the environmental practices and promoted benefits must be genuine and supported by evidence to avoid accusations of greenwashing [57]. It is necessary to provide clear and accurate information on the environmental benefits of products and how consumers can contribute to environmental protection through their purchasing choices [58]. Moreover, focusing on environmental benefits entails that products or services should provide solutions to environmental problems, such as reducing consumption, utilizing renewable resources, and increasing energy efficiency. Sustainability should encompass all aspects of the supply chain, from sourcing raw materials to manufacturing and distribution [59].

For enterprises to adopt green marketing strategies, it requires a deep understanding of environmental issues to identify how products or services can offer real solutions [60]. Developing products that minimize the environmental impact or utilize new and more sustainable technologies and materials, supported by certifications such as Energy Star, USDA Organic, or Fair Trade, can provide assurance to environmentally conscious consumers that products adhere to recognized environmental standards [58].

Investing in the development of green products and promotional campaigns may be costly for enterprises initially, but it can lead to high returns through building customer loyalty and gaining new market shares. Building relationships with environmental groups, regulatory bodies, and other stakeholders can support green marketing efforts [60].

Green marketing is a concept that integrates environmental and social considerations into all aspects of the marketing process, from product development to promotion and distribution. These elements play a crucial role in implementing and enhancing green marketing [61]. The dimensions of green marketing are as follows:

-

Social marketing focuses on changing people’s behaviors to achieve “the common good” within the context of green marketing. Social marketing promotes environmentally friendly behaviors and encourages consumers to make choices that support sustainability [62]. Social marketing can stimulate changes in attitudes and behaviors, increasing demand for green products and supporting environmental conservation efforts [63].

-

Green products are designed or modified to reduce their environmental impact, whether through the use of sustainable materials or other eco-friendly practices, waste reduction, or enhancing energy efficiency [64]. Green products are at the core of green marketing, reflecting an enterprise’s commitment to environmental practices and providing benefits to consumers interested in sustainability [65].

-

Environmental promotion is part of the green marketing strategy used to inform and educate consumers about the environmental benefits of products or services. It aims to raise awareness and build trust in green products [66]. Environmental advertising can help enhance the environmental image of the brand and increase customer preference for its products, as well as guide consumer behavior toward more sustainable choices [67].

-

Green supply refers to integrating environmental practices into all aspects of the supply chain, from sourcing raw materials to manufacturing and distribution. This includes selecting optimal suppliers who adopt sustainable practices [68]. Green supply helps reduce the environmental impact of products, enhances the credibility of green marketing, and can also lead to improved operational efficiency and cost reduction in the long term [69].

These dimensions closely integrate to promote sustainability and reduce the environmental impact of businesses and industries, while meeting the expectations and requirements of environmentally conscious consumers [69]. By adopting these principles and requirements, enterprises can implement effective green marketing strategies to enhance their position in the market and improve their overall image, leading to the achievement of a sustainable and environmentally responsible competitive advantage [70].

H2: 

Green marketing has a significant effect on sustainability.

2.4. Cleaner Production, Green Marketing, and Sustainability

SMEs face challenges in implementing cleaner production and green marketing, such as a lack of financial and technological resources. They can overcome these challenges through government support, strategic partnerships, and investment in technology [18]. Additionally, some international and local programs provide support in the form of funding or consultancy to facilitate these transitions.

The relationship between cleaner production, green marketing, and sustainability forms a complex network of interactions that reinforce each other in the business environment. These elements integrate to form a comprehensive strategy that leads to reducing the enterprise’s environmental footprint [18], improving efficiency, enhancing reputation, and accessing new markets [71], thereby supporting sustainability efforts.

Sustainable environmental practices enhance the enterprise’s image as a socially and environmentally responsible institution, increasing its attractiveness to customers, investors, and employees. This contributes to achieving a sustainable competitive advantage based on values rather than just cost or quality [71].

Moreover, sustainability-conscious customers tend to remain loyal to brands they perceive as adopting genuine sustainable practices. Effective green marketing can increase customer loyalty and attract new customers [72], especially in countries with high environmental and sustainability standards and enterprises with increasing environmental legislation, and opens the door to obtaining credits and grants that enhance its legal and financial status [71].

Thus, enterprises can, through integrating cleaner production and green marketing into their comprehensive strategies, not only enhance their position as leaders in sustainability but also achieve a tangible competitive advantage, contributing to their long-term success in the market [72].

Cleaner production provides the foundation for environmental claims marketed, enhancing sustainability and reducing the risks that may arise from environmental deception. By adopting cleaner production, enterprises reduce waste, increase resource usage efficiency, lower costs, and improve profit margins.

Enterprises can offer products that are less harmful to the environment. The pursuit of cleaner production can lead to technological and operational innovations, which can be marketed as unique selling points within green marketing [72], opening the door for developing new products and enhancing current ones, thus promoting sustainability practices on a broader scale [73].

Green marketing can encourage the adoption of cleaner production practices by boosting demand for sustainable products [74]. Moreover, marketing messages emphasizing environmental commitment can stimulate change within the enterprise and in the market as a whole, bolstering public efforts toward sustainability [15].

Focusing on sustainability drives enterprises to improve their production practices and enhance their marketing strategies to reflect sustainability values, commitment to which can lead to increased investments in research and development for clean and greener products, strengthening the sustainable cycle of production and marketing operations [73].

In general, the mutual relationships and impacts between cleaner production, green marketing, and sustainability demonstrate how commitment to environmental practices can create strategic integration that enhances efficiency and overall image and provides small and medium-sized industrial enterprises with a strong foundation for building a sustainable competitive advantage. Previous results suggest that, whereas green production and green innovation directly contribute to the strengthening of the green competitive advantage, the function becomes more significant when it uses the green brand image to provide a green competitive advantage [75].

H3: 

Cleaner production has a significant effect on sustainability.

H4: 

Green marketing has a significant mediation effect on the relationship between cleaner production and sustainability.

Based on the literature review, we developed the following conceptual model, as shown in Figure 1.

3. Materials and Methods

Cleaner production primarily aims to reduce the negative environmental impact of production processes. This includes the efficient use of natural resources, reduction in carbon emissions, and improved waste management. By adopting advanced technology and utilizing renewable resources, SMEs can achieve a reduction in environmental emissions, thus contributing to environmental sustainability. In our model, cleaner production serves as a core driver for improving the environmental performance of companies and helps preserve the environment for future generations.

Green marketing supports companies in enhancing their economic performance by targeting consumers who prefer environmentally friendly products and services. By adopting green marketing strategies, such as eco-friendly product design and promotion, companies can improve their brand image and increase their market share. The model demonstrates how green marketing contributes to economic gains in the long term by attracting sustainability-conscious customers and reducing operational costs associated with waste and resource management.

The social dimension of sustainability involves the impact companies have on the communities in which they operate. Through the adoption of cleaner production practices, companies can contribute to improving the quality of life by reducing pollution and enhancing public health. Additionally, green marketing raises community awareness about environmental and sustainability issues. These practices help strengthen the relationship between companies and local communities, leading to social sustainability by building long-term relationships based on trust and mutual respect.

In the proposed model, these three dimensions were integrated to create a comprehensive framework that demonstrates how cleaner production and green marketing positively impact the overall sustainability of companies. This sustainability is reflected in achieving a balance between the environmental, economic, and social dimensions, ensuring that companies not only focus on profitability but also contribute to improving the environment and the society they operate in.

To investigate the relationship between cleaner production and sustainability, on the one hand, and cleaner production and the green market on the other, this study used a quantitative methodology to look at SMEs in Algeria’s industrial sector. An online questionnaire was used to collect quantitative data from particular individuals to evaluate and gauge the elements of interest [76]. Smart PLS 4 software was used to analyze the data and test the study hypotheses [77]. Preliminary results indicated a positive relationship between cleaner production and green marketing, on one hand, and sustainability on the other. However, some questions did not achieve the required loading percentage, necessitating the review and improvement of certain questionnaire items to ensure measurement accuracy. This study revealed that adopting cleaner production strategies and green marketing can significantly contribute to achieving sustainability in Algerian SMEs.

3.1. Presentation and Analysis of the Study Tools

The study population consisted of all SMEs in Algeria, totaling approximately 1,300,000 enterprises [78]. A simple random sample of 390 enterprises was selected using the Thompson sampling formula, ensuring that the sample was statistically significant. Out of these, 320 responses were collected and analyzed, achieving a response rate of 82%.

The surveyed SMEs operated in various industries, including food industries (55%), electronics (18%), cleaning materials (10%), construction materials (9%), and others (8%). The sample also covered a range of enterprise sizes, from sole proprietorships (30%) to limited liability companies (40%) and joint-stock companies (18%). Moreover, the enterprises in the sample varied in size, with a distribution of less than 10 employees (32%), less than 50 employees (35%), and less than 250 employees (13%).

This diversity in the type of industry, legal form, and size ensured that the sample was representative of the broader SME population in Algeria, providing a robust foundation for generalizing the results to the larger SME sector.

The simple random sample of 390 enterprises was selected using the Thompson sampling formula [79], as follows:

$$n={\displaystyle \frac{N\times p\left(1-p\right)}{\left[\left[N-1\times \left(d^2÷z^2\right)\right]+p\left(1-p\right)\right]}}$$

N: population size,

z: standard score corresponding to the significance level of 0.95, which equaled 1.96,

d: margin of error, which equaled 0.05,

p: proportion of the characteristic’s presence and neutrality = 0.50.

$$n={\displaystyle \frac{\mathrm{1,300,000}\times 0.05\left(1-0.05\right)}{\left[\left[\mathrm{1,300,000}-1\times \left(0.50^2÷1.96^2\right)\right]+0.05\left(1-0.05\right)\right]}}\approx 390$$

Out of these, 320 questionnaires were returned and deemed analyzable, resulting in a response rate of 82%. Appendix A shows the demographic data of the sample used in this study.

3.2. Measurement

To test the relationships between the study variables and build a valid model, a self-developed questionnaire using Likert scales and depending on the previous studies was designed, comprising 33 questions divided into 3 sections:

Section One: Cleaner Production (Questions 1 to 9)

Section Two: Green Marketing (Questions 10 to 19)

Section Three: Sustainability (Questions 20 to 33)

In

Table 1. Descriptive statistics for the variables.

Latent Variables	Item Code	Means	Standard Deviation	R	p-Value	Statement
Renawable Ressources	Re1	4.43	0.542	0.455	0.000	Your establishment uses renewable raw materials or supplies for its activities.
	Re2	4.08	0.819	0.313	0.000	Your establishment economizes on energy consumption and natural resources.
	Re3	4.21	0.506	0.262	0.000	Your establishment uses renewable energy resources.
	Tot1	4.30	0.612	0.365	0.000
Clean Technology	Tech1	4.46	0.723	0.248	0.000	Your establishment employs advanced and clean technology.
	Tech2	4.43	0.542	0.203	0.000	Your establishment encourages creativity and innovation in its activities.
	Tech3	4.33	0.622	0.203	0.000	Your establishment strives for continuous improvement in its activities to make them more environmentally friendly.
	Tech4	4.43	0.542	0.197	0.000	Your establishment has a department or unit dedicated to environmental research and development activities.
	Tot2	4.40	0.456	0.125	0.000
Zero Pollution	H1	4.47	0.719	0.162	0.000	Your establishment’s activities do not harm the environment.
	H2	4.14	0.603	0.571	0.000	Your establishment processes its solid and gaseous waste through recycling operations.
	Tot3	4.25	0.655	0.326	0.000
Social Marketing	m1	4.44	0.544	0.135	0.000	Your establishment adopts the concept of social and ethical responsibility.
	m2	4.06	0.813	0.455	0.000	Your establishment promotes environmental awareness among its employees.
	Tot4	4.15	0.742	0.324	0.000
Green Product	Pro1	4.44	0.632	0.663	0.000	Your establishment strives to ensure that its services provided are environmentally friendly.
	Pro2	4.23	0.620	0.518	0.000	Your establishment determines its service prices based on costs, on one hand, and customer acceptance on the other.
	Pro3	4.30	0.775	0.230	0.000	Your establishment sponsors activities that contribute to environmental conservation.
Environmental Promotion	Tot5	4.33	0.564	0.456	0.000
	Mo1	4.43	0.542	0.438	0.000	Your establishment seeks to improve its positive image in the community.
	Mo2	4.14	0.603	0.255	0.000	Your establishment uses transportation and distribution methods that are not harmful to the environment.
	Mo3	4.21	0.600	0.249	0.000	Your establishment uses machinery and equipment that cause less environmental damage.
	Tot6	4.23	0.590	0.247	0.000
Green Supply	Taw1	4.08	0.755	0.450	0.000	Your establishment complies with environmental policies and laws.
	Taw2	4.57	0.564	0.433	0.000	Your establishment adopts the concept of social and ethical responsibility.
	Tot7	4.40	0.641	0.422	0.000
The Economic Dimension	Eco1	4.53	0.534	0.204	0.000	Your establishment works to achieve substantial profits while using fewer resources.
	Eco2	4.48	0.512	0.264	0.000	Your establishment seeks to increase job opportunities.
	Eco3	4.44	0.632	0.208	0.000	Your establishment considers quality standards in its products at reasonable prices.
	Eco4	4.21	0.506	0.233	0.000	Your establishment contributes to the Gross National Product (GNP).
	Eco5	4.44	0.544	0.449	0.000	Your establishment operates according to strategies to promote economic efficiency culture among all its partners.
	Tot8	4.29	0.442	0.322	0.000
The Social Dimension	So1	4.44	0.577	0.250	0.000	Your establishment implements training and health programs to empower, motivate, and improve the conditions of its employees.
	So2	4.31	0.542	0.438	0.000	Your establishment ensures fairness in wage and profit distribution.
	So3	4.43	0.603	0.376	0.000	There is empowerment of women in your establishment.
	So4	4.14	0.875	0.221	0.000	Your establishment conducts charitable and solidarity activities for the benefit of the community.
	So5	3.97	0.537	0.287	0.000	Your establishment complies with government measures to protect the environment.
	Tot9	4.26	0.668	0.236	0.000
The Environmental Dimension	Env1	4.27	0.719	0.455	0.000	Your establishment implements specific programs for activities with significant environmental impacts.
	Env2	4.47	0.819	0.313	0.000	Your establishment works to promote environmental awareness with its partners and stakeholders.
	Env3	4.08	0.506	0.428	0.000	Your establishment uses green technology.
	Env4	4.21	0.542	0.387	0.000	Your institution updates the software used in its activities according to the latest versions.
	Env5	4.34	0.542	0.438	0.000	Your establishment trains employees on green technology.
	Env6	4.43	0.603	0.589	0.000	Your establishment updates the programs used in its activities to the latest versions.
	Env7	4.14	0.503	0.634	0.000	Your establishment utilizes high-tech devices and equipment.
	Tot10	4.25	0.604	0.500	0.000

Source: Prepared by the researchers using Smart PLS 4.

, the descriptive statistics for the variables used in this research are summarized.

We observed from the table that the average for each element of cleaner production, green marketing, and sustainability achieved a high to very high score, greater than 3.40, ranging between 3.97 and 4.57 at a significance level of less than 0.05. Therefore, we can say that innovative emerging organizations significantly utilize cleaner production and green marketing and implement the dimensions of sustainability to a large extent. We also noted that there was a positive and statistically significant relationship at a significance level of less than 0.05 between all elements of the study variables.

The items representing the variables in the study model, which combines latent and observed variables, were examined to check their loadings and the extent to which the questions can accurately measure the variables. It was found that some items did not meet the minimum required threshold of 70%, as illustrated in

Table 2. Examination of item loadings for the modified hypothetical model.

Latent Variables		Item Codes	Statement	Saturation Coefficient
Cleaner production [80]	Renewable resources	Re1	Your establishment uses renewable raw materials or supplies for its activities.	0.908
		Re2	Your establishment economizes on energy consumption and natural resources.	0.744
		Re3	Your establishment uses renewable energy resources.	0.866
	Cleaner technology	Tech1	Your establishment employs advanced and clean technology.	0.874
		Tech2	Your establishment encourages creativity and innovation in its activities.	0.829
		Tech3	Your establishment strives for continuous improvement in its activities to make them more environmentally friendly.	0.864
		Tech4	Your establishment has a department or unit dedicated to environmental research and development activities.	0.808
	Zero pollution	Ha1	Your establishment’s activities do not harm the environment.	0.801
		H2	Your establishment processes its solid and gaseous waste through recycling operations.	0.861
Green marketing [81]	Social marketing	M1	Your establishment adopts the concept of social and ethical responsibility.	0.860
		M2	Your establishment promotes environmental awareness among its employees.	0.810
	Green product	Pro1	Your establishment strives to ensure that its services provided are environmentally friendly.	0.900
		Pro2	Your establishment determines its service prices based on costs, on the one hand, and customer acceptance on the other.	0.830
		Pro3	Your establishment sponsors activities that contribute to environmental conservation.	0.747
	Environmental promotion	Mo1	Your establishment seeks to improve its positive image in the community.	0.848
		Mo2	Your establishment uses transportation and distribution methods that are not harmful to the environment.	0.885
		Mo3	Your establishment uses machinery and equipment that cause less environmental damage.	0.843
	Green supply	Ta1	Your establishment complies with environmental policies and laws.	0.890
		Ta2	Your establishment adopts the concept of social and ethical responsibility.	0.876
Sustainability [82]	The economic dimension	Eco1	Your establishment works to achieve substantial profits while using fewer resources.	0.894
		Eco2	Your establishment seeks to increase job opportunities.	0.849
		Eco3	Your establishment considers quality standards in its products at reasonable prices.	0.839
		Eco4	Your establishment contributes to the Gross National Product (GNP).	0.842
		Eco5	Your establishment operates according to strategies to promote economic efficiency culture among all its partners.	0.061
	The social dimension	So1	Your establishment implements training and health programs to empower, motivate, and improve the conditions of its employees.	0.779
		So2	Your establishment ensures fairness in wage and profit distribution.	0.803
		So3	There is empowerment of women in your establishment.	0.822
		So4	Your establishment conducts charitable and solidarity activities for the benefit of the community.	0.415
		So5	Your establishment complies with government measures to protect the environment.	0.872
	The environmental dimension	Env1	Your establishment implements specific programs for activities with significant environmental impacts.	0.657
		Env2	Your establishment works to promote environmental awareness with its partners and stakeholders.	0.236
		Env3	Your establishment uses green technology in all operations.	0.601
		Env4	Your institution updates the software used in its activities according to the latest versions.	0.119
		Env5	Your establishment uses green technology.	0.509
		Env6	Your establishment updates the programs used in its activities to the latest versions.	0.604
		Env7	Your establishment utilizes high-tech devices and equipment.	0.438

Source: Prepared by the researchers using Smart PLS 4.

.

From Table 2, it was evident that certain indicators in the dependent variable “Sustainability”, specifically eco5, so4, env1, env2, env3, env4, env5, env6, and env7, exhibited values lower than 70%. Consequently, some of these indicators were removed. However, some indicators were retained, as their values were greater than 40% and they enhanced the composite reliability or average variance extracted (AVE). The outer loadings for all indicators were considered statistically significant if they were greater than 70%, which is the minimum required threshold. Indicators with loadings below this minimum should be removed; however, consideration should be given to removing indicators with outer loadings between 40% and 70% only if their removal leads to an increase in the values of composite reliability or average variance extracted to exceed the proposed threshold. Indicators with loadings below 40% should be permanently removed from the structural model [83].

The following Figure 2 illustrates the modified study model after removing the previously mentioned indicators.

3.3. Reliability Assessment

To measure the reliability of the study tool, Cronbach’s Alpha was used and complemented with composite reliability (CR) [84]. The results are shown in

Table 3. Cronbach’s Alpha and RHO indicator values.

Variants		Vehicle Reliability	Alpha Cronbach	Indicator RHO
Cleaner production	Renewable resources	0.879	0.792	0.812
	Cleaner technology	0.908	0.865	0.868
	Zero pollution	0.817	0.756	0.766
Green marketing	Social marketing	0.822	0.768	0.775
	Grean product	0.867	0.775	0.775
	Environmental promotion	0.894	0.822	0.822
	Green supply	0.876	0.719	0.719
Sustainability	The economic dimension	0.917	0.882	0.881
	The social dimension	0.893	0.853	0.858
	The environmental dimension	0.705	0.769	0.788

Source: Prepared by the researchers using Smart PLS 4.

below.

From the table, it was observed that all Cronbach’s Alpha coefficients were high, exceeding 0.70. Similarly, the RHO coefficients were also high, surpassing 0.70. Thus, the reliability of the questionnaire was confirmed [85]. Additionally, the CR values were greater than 0.70 across all dimensions, indicating that the study tool was reliable.

3.4. Assessing Convergent Validity

A model is considered to have convergent validity if the acceptable AVE value is 0.50 or greater, implying that the construct explains more than half of the variance of its indicators. The following

Table 4. Convergent validity assessment of the model.

Variants		Extracted Average Variance
Cleaner product	Renewable resources	0.709
	Cleaner technology	0.713
	Zero pollution	0.692
Green marketing	Social marketing	0.698
	Green product	0.686
	Environmental promotion	0.737
	Geen supply	0.78
Sustainability	The economic dimension	0.735
	The social dimension	0.677
	The environmental dimension	0.678

Source: Prepared by the researchers using Smart PLS 4.

shows the AVE values.

From Table 4, it was clear that all AVE values were statistically acceptable, being greater than 0.50. Therefore, the model possessed convergent validity.

3.5. Normal Distribution Test and Common Method Bias (CMB) Test

To assess the fairness and absence of bias in the study model, a Cramer–Von Mises test was conducted to judge whether the data followed a normal distribution or not, along with a CMB test to determine if the data were biased or not.

Table 5. Cramer–Von Mises and CMB test.

Model	Cramer–Von Mises	AVE Value	p-Value
Cleaner Production → Green Marketing → Sustainability	3.795	0.036	0.086

Source: Prepared by the researchers using Smart PLS 4.

below presents the results.

From Table 4, we observed that the Cramer–Von Mises value was 3.795, with a p-value greater than 0.05, and the AVE (average variance extracted) value was less than 0.05. Therefore, we concluded that the study model followed a normal distribution and was unbiased. Consequently, parametric tests on the hypotheses were conducted.

3.6. Endogeneity Test

The Gaussian Copula test is a statistical tool used to examine the dependence between variables and can help check for endogeneity issues in the data.

Based on

Table 6. Gaussian Copula test.

Variables	Original Sample (O)	Sample Mean (M)	Standard Deviation (Std. Dev.)	T Statistics (|O/Std. Dev.|)	p-Values
GC (Cleaner Production) → Green Marketing	0.3	0.64	0.669	1.646	0.1
GC (Green Marketing) → Sustainability	−0.115	−0.111	0.069	1.665	0.096
GC (Cleaner Production) → Sustainability	−0.024	0.007	0.091	0.267	0.789

Source: Prepared by the researchers using Smart PLS 4.

, we observed that the path coefficient (O) value between cleaner production and green marketing reached 0.300, indicating a positive relationship, with an average of 0.640 and a standard deviation of 0.669. The calculated T value was 1.646 at a significance level of 0.100, which shows that the relationship was not statistically significant between cleaner production and green marketing. As for the path coefficient (O) value between sustainability and green marketing, it reached −0.115, indicating a negative relationship between the two variables, with an average of −0.111 and a standard deviation of 0.069. The calculated T value was 1.665 at a significance level of 0.096, which shows that the relationship was not statistically significant between sustainability and green marketing. Additionally, the path coefficient (O) value between sustainability and cleaner production was −0.024, indicating a negative relationship between the two variables, with an average of 0.007 and a standard deviation of 0.091. The calculated T value was 0.267 at a significance level of 0.789, which shows that the relationship was not statistically significant between sustainability and cleaner production.

From the above, we observed that the p-value for all the study variables was not statistically significant, as it exceeded 0.05. Therefore, we can conclude that the study model, according to the Gaussian Copula test, did not suffer from an endogeneity problem [86].

3.7. Testing the Coefficient of Determination (R²)

At this stage, the coefficient of determination values for the overall effect of the factors (independent variables on the dependent variables through the mediating variable) were calculated.

Table 7. Coefficient of determination (R²).

Variants	R2	R2 Adjusted
Cleaner technology	0.908	0.908
Environmental promotion	0.893	0.893
Green marketing	0.604	0.603
Green product	0.826	0.826
Green supply	0.797	0.796
Renewable resources	0.817	0.816
Social marketing	0.569	0.568
Sustainability	0.772	0.771
The social dimension	0.873	0.872
The economic dimension	0.896	0.896
The environmental dimension	0.398	0.396
Zero pollution	0.727	0.726

Source: Prepared by the researchers using Smart PLS 4.

below presents the R² results.

From Table 7, it was observed that all coefficients were statistically significant and acceptable. Cleaner production explained 0.604 of green marketing, indicating a moderate explanation. Meanwhile, cleaner production combined with green marketing explained 0.772 of sustainable development, indicating a strong explanation. The adjusted R² values were close to the R² values, suggesting good predictive accuracy of the model.

3.8. Model Validity Evaluation

After confirming the validity of the measurement model, we proceeded to evaluate the structural model established earlier by calculating the goodness of fit (GOF) index. The GOF was calculated using the following formula:

$$\mathrm{GOF}=\sqrt{\overline{AVE}\times \overline{R^2}}$$

$$GOF=\sqrt{0.675\times 0.756}$$

$$GOF=0.714$$

Therefore, the GOF value was 0.714, which is greater than 0.36, indicating that the model had a high degree of goodness of fit.

4. Results

The significance of the paths was verified using the Bootstrapping technique, generating 500 subsamples. The results are shown in the following Figure 3.

The sub-hypotheses and the main hypothesis were tested to determine the impact of cleaner production on sustainability through green marketing in small and medium-sized enterprises (SMEs) in Algeria.

Testing the First Hypothesis

There was a statistically significant effect at the 0.05 significance level of cleaner production on green marketing in SMEs.

From

Table 8. Results of the hypothesis testing.

Hypothesis	Path	Std. Dev.	Beta	T Value	p-Value
H1	Cleaner production → Green marketing	0.043	0.777	18.203	0.000
H2	Green marketing → Sustainability	0.047	0.643	13.505	0.000
H3	Cleaner production → sustainability	0.052	0.278	5.465	0.000
H4	Cleaner production → green marketing → sustainability	0.041	0.472	11.428	0.000

Source: Prepared by the researchers using Smart PLS 4.

, we observed that the correlation coefficient between the variables was 0.777, indicating a positive correlation between the variables, which was strong. We also noticed that this correlation was statistically significant at the 0.000 significance level, which is less than 0.05. Therefore, we rejected the null hypothesis and accepted the alternative hypothesis, which states that there is a statistically significant effect at the 0.05 significance level of cleaner production on green marketing in SMEs in Algeria.

The same Table 8 showed there was a statistically significant effect at the 0.05 significance level of green marketing on sustainable development in SMEs. From the table, we observed that the correlation coefficient between the variables was 0.643, indicating a positive correlation between the variables, which was moderate. We also noticed that this correlation was statistically significant at the 0.000 significance level, which is less than 0.05. Therefore, we rejected the null hypothesis and accepted the alternative hypothesis, which states that there is a statistically significant effect at the 0.05 significance level of green marketing on sustainable development in SMEs in Algeria.

Table 8 revealed a statistically significant effect at the 0.05 significance level of cleaner production on sustainability in SMEs. From the table, we observed that the correlation coefficient between the variables was 0.278, indicating a positive correlation between the variables, which was weak. We also noticed that this correlation was statistically significant at the 0.000 significance level, which is less than 0.05. Therefore, we rejected the null hypothesis and accepted the alternative hypothesis, which states that there is a statistically significant effect at the 0.05 significance level of cleaner production on sustainability in SMEs in Algeria.

Table 8 also showed that there was a statistically significant effect at the 0.05 significance level of cleaner production on sustainability in SMEs through green marketing. From the table, we observed that the correlation coefficient between the variables was 0.472, indicating a positive correlation between the variables, which was moderate. We also noticed that this correlation was statistically significant at the 0.000 significance level, which is less than 0.05. Therefore, we rejected the null hypothesis and accepted the alternative hypothesis, which states that there is a statistically significant effect at the 0.05 significance level of cleaner production on sustainability in SMEs in Algeria through green marketing.

5. Discussion

Our study findings showed that the impact of cleaner production on achieving sustainability in small and medium-sized enterprises (SMEs) in Algeria through green marketing was 47.4%, which is a moderate effect. This is greater than the direct impact of cleaner production on sustainability, which was 27.8%. Thus, we can say that the mediation of green marketing dimensions by SMEs was full mediation, meaning that green marketing significantly contributed to improving the effect between cleaner production and sustainability. Green marketing raises consumer awareness and stimulates demand for ecologically conscious behavior by endorsing sustainable and eco-friendly goods and services. This encourages companies to use greener production techniques and lessen their environmental impact. In the end, green marketing is essential for achieving sustainability objectives since it promotes ethical production and consumption methods.

The study produced several findings about cleaner production and its impact on sustainability in Algerian SMEs through green marketing. According to the study, the most effective strategy to prevent environmental harm was through cleaner manufacturing, which aids in the sustainability of enterprises by assisting SMEs in Algeria with resource, energy, and smart technology management. This is consistent with other studies [7]. Our analysis also showed that green marketing is a strategy for marketing products aimed at meeting consumer needs without causing environmental harm. This aligns with the study in [18]. We found that green marketing played an active role in enhancing the relationship between cleaner production and sustainability in SMEs, which is a unique finding of this study compared to others. In addition, our analysis highlighted the impact of cleaner production on sustainability in SMEs through green marketing, which was estimated at 47.2%. This is because these enterprises do not adhere to government regulations for environmental protection and do not keep up with technological advancements in information and communication, which is a unique finding of this study. The impact of cleaner production on green marketing in SMEs in Algeria was estimated at 77.7%. This indicates that enterprises are engaged in activities that preserve the environment and strive to ensure their services do not harm the environment, consistent with the study in [87]. The impact of green marketing on the sustainability of SMEs in Algeria was estimated at 64.3%. This suggests that these enterprises do not significantly operate according to strategies that promote economic efficiency among all their partners, consistent with the study in [88] but differing from the study in [89], which found a high and positive impact of green marketing on enterprise sustainability. The impact of cleaner production on sustainability in SMEs in Algeria was estimated at 28.2%. This is because the studied enterprises do not have special programs for activities with significant environmental impacts, differing from the study in [87], which stated that enterprises are aware of harmful environmental activities and have specific programs and procedures to mitigate them. Additionally, the enterprises do not have programs to improve waste treatment methods, consistent with the previous study [28]. Finally, our analysis found that the indirect impact of cleaner production on achieving sustainability in SMEs in Algeria through green marketing was estimated at 47.2%, which was greater than the direct impact, which was 28.2%. This indicates that green marketing is a strategy that helps design products that achieve environmental sustainability and involve consumers in this process, a unique finding of this study.

6. Conclusions

By concentrating on the economic, social, and environmental aspects of sustainability, this research sought to offer a thorough examination of how various practices support it. We looked at how green marketing may boost a company’s reputation, draw in eco-aware customers, and highlight ecologically beneficial goods. We also provided SMEs with actionable advice on how to successfully integrate green marketing and cleaner production practices in line with their financial and environmental objectives. We listed the obstacles that SMEs must overcome to implement these strategies and suggested solutions, such as funding for technology, partnerships with strategic partners, and government assistance.

SMEs in Algeria play a significant role in the economy, contributing to job creation and industrial development. However, many SMEs face challenges related to resource efficiency, environmental sustainability, and market competitiveness.

In terms of cleaner production, our findings showed that a large proportion of SMEs in Algeria do not have structured programs to address environmental impacts, including waste management and pollution control. This aligns with previous studies showing that many Algerian SMEs lack sufficient support systems for implementing sustainable production techniques. Despite these challenges, some progress has been made in adopting cleaner technologies, particularly in sectors such as food production and construction materials.

As for green marketing, the awareness and adoption of green marketing strategies among SMEs in Algeria are still in the early stages. Our study highlighted that while there is recognition of the importance of green marketing, its full integration into business practices remains limited due to financial and technical barriers. However, there is a growing trend among some enterprises to market eco-friendly products, which is helping to raise consumer awareness and stimulate demand for sustainable goods.

These insights strengthen the credibility of our findings and underscore the need for continued efforts in promoting both cleaner production and green marketing practices in Algerian SMEs.

According to our research, green marketing had a moderate 47.4% influence on the sustainability of cleaner manufacturing for small and medium-sized enterprises (SMEs) in Algeria. This surpassed the direct impact of cleaner manufacturing on sustainability, which was 28.2%. Consequently, we can say that SMEs fully mediated the attributes of green marketing, meaning that green marketing significantly strengthened the connection between cleaner production and sustainability.

7. Theoretical Implications

In the literature on the effects of sustainability in industrial SMEs and how cleaner production directly benefits from green marketing’s function as a mediator, this study filled in a few intriguing evidence gaps. Our approach was developed with the understanding that cleaner production is fundamentally important for improving the environmental performance of enterprises and preserving the environment for future generations. Furthermore, by concentrating on clients who have a preference for eco-friendly products and services, we tried to learn more about the impacts of green marketing and how it helps companies enhance their financial performance. Numerous researchers support our findings. However, we provided a new paradigm to the current literature that emphasizes SMEs.

8. Managerial Implications

Based on the previous results, we recommend that SMEs in Algeria pay significant attention to cleaner production, as it is essential for environmental protection and achieving enterprise sustainability. They should also focus more on green marketing, as it meets consumer needs without causing environmental harm. Furthermore, promoting environmental awareness and renewable resources helps achieve a sustainable competitive advantage. SMEs should continuously improve their activities to be green and promote environmental awareness among their employees, while working according to strategies that foster economic efficiency among all partners.

Enterprises should also develop programs to improve waste treatment methods and establish specific methods for activities with significant environmental impacts. One way to decrease the quantity of garbage being dumped in landfills is to invest in cutting-edge waste treatment technology, such as composting, recycling, and waste-to-energy systems. Businesses should also setup explicit policies and processes for managing substances that pose a risk to the environment, such as hazardous compounds.

Businesses may lessen their overall environmental footprint and help create a more sustainable future by putting programs in place to improve waste treatment techniques and establishing specific strategies for activities with substantial environmental implications. In addition to helping the environment, this also boosts the business’s earnings and reputation.

The government should enforce environmental protection regulations and promote environmental culture among partners and stakeholders. Additionally, enterprises should keep up with technological advancements in information and communication and pay more attention to green marketing to significantly enhance the impact between cleaner production and sustainability. Lastly, enterprises should conduct more research in the field of cleaner production due to its importance, especially with increased attention to environmental and social issues amid the competition among business organizations. Research on the relationship between cleaner production and green marketing is also needed, as well as publications on green production and marketing in industrial enterprises, the role of cleaner production in enhancing competitive ability in industrial enterprises, and the impact of cleaner production and green marketing in promoting environmental culture in communities.

The main limitation of this study is that our approach was a quantitative methodology. Future researchers can use a longitudinal survey design to look at SMEs in Algeria’s industrial sector. In addition, this study only focused on the SMEs in Algeria. Future researchers could perform research at the international market level to cover more than one country. This might yield different results to support our findings. Also, there is a need for future researchers to create ad hoc hypotheses for each dimension of sustainability (economic, social, and environmental).