The role of informal controls in a green innovative setting: evidence from Brazilian AgTechs

Anderson Betti Frare () and Ilse Maria Beuren ()
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Anderson Betti Frare: Federal University of Santa Maria (UFSM)
Ilse Maria Beuren: Federal University of Santa Catarina (UFSC)

Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, 2023, vol. 34, issue 4, No 4, 489-522

Abstract: Abstract Agriculture technology startups (AgTechs) must align innovation interests with green sustainability, amplifying managerial challenges. Therefore, this study aims to examine the role of informal controls, green learning, and green creativity in green process innovation of AgTechs. Data from 82 Brazilian AgTechs are analyzed by partial least squares-structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The results show that informal controls are directly and indirectly (mediated by green learning and green creativity) associated with green process innovation. Thus, green learning and green creativity mediate to facilitate that informal controls orchestrate green process innovation. Furthermore, two causal solutions lead AgTechs to high green process innovation. This study contributes by exploring the roles of informal controls, learning, creativity, and innovation in the green innovative setting of AgTechs. The findings are relevant for founders, managers, and stakeholders to promote the green sustainability of AgTechs. Agribusiness is one of the primary sectors of the Brazilian economy. Therefore, AgTechs have a broad field to offer technological solutions for agribusiness. Consequently, understanding how these startups align innovation and sustainability to generate cleaner and sustainable production is relevant to stakeholders and society.

Keywords: Informal controls; Green learning; Green creativity; Green process innovation; Startup; AgTech (search for similar items in EconPapers)
JEL-codes: D83 M13 M41 O32 Q56 (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s00187-024-00367-4

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