Towards sustainability in the services industry: Does green top management support stimulate an organization's green operational performance? A moderated mediation model

This study investigates the impact of green strategic alignment (GSA) and top management green support (TMGS) on green operational performance (GOP) within the UAE's Information and Communication Technology (ICT) sector, focusing on the mediating role of proactive environmental strategy (PES) and the moderating effect of green psychological perception (GPP). Employing a quantitative approach through surveys, data were collected from employees at various ICT companies within the UAE who are directly involved in operations that pertain to environmental strategies. This method ensures a comprehensive understanding from those who engage daily with the company's green policies. Using Partial Least Squares Structural Equation Modeling, the research provides empirical evidence on how strategic orientations and management support contribute to environmental sustainability. The findings reveal that both GSA and TMGS positively influence PES, which in turn enhances GOP. Furthermore, GPP significantly strengthens the relationship between PES and GOP, offering deeper insights into the dynamics of strategic management and sustainability in the services industry. This research is pioneering within the region, introducing empirical data on the synergy between management support and PESs, and it highlights the significant enhancement of operational performance through these combined efforts. This not only supports the theoretical frameworks but also provides actionable insights for firms aiming to enhance their green initiatives.