Eco-Innovation and Business Performance in the Context of the Circular Economy: Empirical Evidence from Tourism Accommodation SMEs in Muğla
Eco-Innovation and Business Performance in the Context of the Circular Economy: Empirical Evidence from Tourism Accommodation SMEs in Muğla

Summary/Abstract: This study aims to examine the intentions and behaviors of SMEs operating in the tourism accommodation sector regarding eco-innovative practices within the context of the circular economy. Grounded in the Theory of Planned Behavior, the research also holistically examines dynamic capabilities, organizational barriers, and business performance variables. Data were collected from 421 SMEs decision-makers affiliated with the Muğla Chambers of Commerce and Industry through both online and face-to-face methods. Data were analyzed using exploratory factor analysis (EFA) with IBM SPSS Statistics 27.0, followed by confirmatory factor analysis (CFA) and path analysis within a structural equation modeling (SEM) framework using Jamovi 2.3.28. The findings show that attitude, subjective norms, and perceived behavioral control have a positive and significant effect on eco-innovation behavioral intention. In addition, perceived behavioral control, eco-innovation behavioral intention, and dynamic capabilities have positive and significant effect on eco-innovation behavior, while organizational barriers have a negative but non-significant effect. Furthermore, dynamic capabilities and eco-innovation behavior have a positive and significant effect on business performance. These findings suggest that integrating ecoinnovation practices within a circular economy framework can enhance both environmental sustainability and business performance in tourism accommodation SMEs.

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