Enhancing Business Sustainability through Green Intellectual Capital and Green Creativity: Moderating Role of Green Innovation

Abstract

Purpose: This study aims to examine the composite relationship between green innovation and green creativity in green intellectual capital and business sustainability among manufacturing SMEs in Pakistan.

Design/ methodology/ approach: To test five hypotheses of this study, the data were collected by conducting a survey from 338 manufacturing SMEs in Pakistan, this study applied a statistical method that was contingent on the SEM model.

Findings: The results reported a significant relationship of green creativity and green intellectual capital on business sustainability while the moderation of green innovation was found to be insignificant. It also revealed that green creativity mediates between green intellectual capital and business sustainability. Therefore, it has been argued that SMEs in Pakistan participate fairly in promoting green creativity, which helps sustain their businesses.

Research Limitation: The key limitation is sample size from only SMEs, future research can address this issue and conduct research by using different sectors. Practical Implication: The results of this study will help the managers to devise policies based on green intellectual capital to enhance sustainability with the mediating role of creativity and promote them at all organizational levels.

Originality/Value: This study contributes to the existing literature by investigating the mediating role of green creativity between green intellectual capital and sustainability more comprehensively. And provide practical implications for the managers of SMEs.