Impact of Green Innovation on Environmental Performance and Firm Performance: Moderation of Firm Culture and Leadership Commitment

Wagan Shah Mehmood (), Zhang Xinli () and Sidra Sidra ()
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Wagan Shah Mehmood: PhD Student, Business School, Sichuan University, Chengdu, China
Zhang Xinli: Prof. Business School, Sichuan University, Chengdu, China
Sidra Sidra: Master Student, Business School, Sichuan University, Chengdu, China

Management Theory and Studies for Rural Business and Infrastructure Development, 2025, vol. 47, issue 3, 389-397

Abstract: This paper investigates how green innovation impacts environmental performance and firm performance, focusing on moderating role of firm culture and leadership commitment. The research implements questionnaire surveys using SmartPLS software to analyze gathered data and this study used stratified random sampling method. The research demonstrates favorable connections between green innovation and firm performance and environmental improvement factors that become stronger because of firm culture alignment and executive-level green strategy focus. Firm culture and leadership commitment were shown to strengthen effects, particularly in enhancing environmental outcomes. Findings highlight importance of firm context in maximizing green innovation strategies benefits.

Keywords: Firm Performance; Environmental Performance; Marketing Innovation; Green Innovation; Firm Culture; Leadership Commitment (search for similar items in EconPapers)
JEL-codes: C12 J24 L67 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mtrbid:v:47:y:2025:i:3:p:389-397:n:1006

DOI: 10.15544/mts.2025.31

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