ANALYSING THE INFLUENCE OF GREEN CREATIVITY ON GREEN INNOVATION WITH THE ROLE OF GREEN SELF-EFFICACY AS A MODERATOR

Abstract

Considering developing economies which are facing severe challenges related to the environment, several organisations have considered incorporating sustainability as a significant element into their day to day operations. This article analyses the impact of Green Creativity on Green innovation. Green self-efficacy is the moderator between Green creativity and Green innovation. Social Cognitive theory has been used to provide theoretical support. A structured online questionnaire was used for the purpose of data collection. 430 employees associated with manufacturing and Fast-Moving Consumer Goods (FMCG) organisations in Pakistan completed the questionnaire. These organisations were ISO 14001- certified. SmartPLS4 was used as a software to analyse data. Findings revealed that between Green creativity and Green innovation a significant relationship was observed. Furthermore, Green self-efficacy was a significant moderator between Green creativity and Green innovation. Empirical results emphasize upon the need of the organisations to ensure that such an organisational culture exists which ensures creative thinking amongst employees so that they could introduce innovative ideas in their organisations. The results contribute to the literature on green management.