Exploring the Direct and Indirect Pathways from Positive Emotional Behavior to Sustainable Growth: The Moderating Role of Cultural Readiness in Private Universities in Iraq
Abstract
The study seeks to investigate the direct and indirect pathways from positive emotional behavior (PEB) to sustainable growth (SG), within private universities in Iraq. This study draws upon the broaden-and-build theory and the dynamic capabilities theory to understand how the two intrinsic forces (emotion and culture) interact to drive organizational sustainability. A quantitative approach was employed, targeting academic staff. A total of 298 valid questionnaires were obtained and analyzed using structural equation modelling (SEM). Results show that PEB conceptualized through optimism, enthusiasm, and empathy positively influences employees’ innovation behavior (EIB), reflected in idea generation, idea promotion, and idea implementations, which in turn significantly promotes SG across its economic, social and environmental aspects. The direct path from PEB to SG was non-significant, suggesting that the effect of positive emotionality on sustainability ambitions is primarily mediated by innovation-driven effects. Additionally, it was established that cultural readiness captured through adaptability, involvement, and mission positively influences the paths from PEB to EIB and from EIB to SG. Theoretically, the study enhances knowledge of the emotional and cultural forces of institutional sustainability. Practically, it advises university leaders and policymakers to establish emotionally-driven and culturally adaptive systems that support sustainable innovation growth.
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Published
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2026-07-09
