Multinomial Logistic Analysis of SMEs Offering Green Products and Services in the Alps–Adriatic Macroregion

Nikša Alfirević (), Slađana Pavlinović Mršić and Sonja Mlaker Kač
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Nikša Alfirević: Faculty of Economics, University of Split, Cvite Fiskovića 5, 21 000 Split, Croatia
Slađana Pavlinović Mršić: Faculty of Economics, University of Split, Cvite Fiskovića 5, 21 000 Split, Croatia
Sonja Mlaker Kač: Faculty of Logistics, University of Maribor, 3000 Celje, Slovenia

Sustainability, 2025, vol. 17, issue 10, 1-17

Abstract: We investigate what drives small and medium-sized enterprises (SMEs) in the Alps–Adriatic macro-region to offer green products and services. A sample of 2305 SMEs from Flash Eurobarometer 498 is analyzed with a multinomial logit model that distinguishes firms that already offer green products/services, those planning to do so within two years, and those with no such intention. SMEs implementing ≥ 5 resource-efficiency actions are 75% more likely to offer green products/services (RRR = 1.75, p < 0.05). An increase in the share of green jobs to >30% of staff triples that likelihood (RRR = 3.65, p < 0.01). Selling only services reduces the probability by 17%. Country dummies show Austria and Slovenia as early movers, while Croatia lags. This is the first study to apply a three-outcome model to green market activity in this macroregion, thus revealing nonlinear and country-specific patterns that a binary approach would mask. This study has multiple implications for entrepreneurial practice: (i) entrepreneurs should focus on high-leverage resource-efficiency bundles (energy, waste, circular design) rather than single actions; (ii) policymakers should combine financial incentives with green-skills vouchers to accelerate adoption in service-oriented SMEs.

Keywords: green products; green services; green jobs; resource efficiency; SMEs; Alps–Adriatic macroregion; multinomial logit regression (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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