Original scientific paper
https://doi.org/10.1080/1331677X.2022.2142263
Enhancing firms’ green innovation and sustainable performance through the mediating role of green product innovation and moderating role of employees’ green behavior
Hui Li
Yiyun Li
Muddassar Sarfarz
Ilknur Ozturk
Abstract
In today’s competitive world, the growing role of firms’ green innovation
(GI) has caused organisations to respond to the demand for sustainable
performance. Significantly, increasing environmental
awareness has inevitably popularised GI approaches to maximise
firms’ sustainable goals. GI receiving international significance has
become the prime driver accelerating firms’ socio-ecological practices.
Using the theoretical lens of resource-based theory, the study explores
the impact of green process innovation, GI strategy and green action
innovation on sustainable performance under the mediating role of
green product innovation and moderating role of employee green
behaviour. The data was collected from the 411 employees working in
the Pakistani manufacturing sector. Structural equation modelling
(SEM) and Partial Least Squares (PLS) regression were used for the proposed
hypothesis testing. The employees’ green initiatives ensure the
organisation’s sustainable performance through eco-friendly products.
Employee green behaviour moderates between green product innovation
and sustainable performance.
Keywords
Green innovation; sustainability; green behaviour; green product innovation; firm performance
Hrčak ID:
306766
URI
Publication date:
30.4.2023.
Visits: 274 *