Investigating the factors affecting green innovation of service sector: a moderated mediation model

Purpose - This study aims to explore the role of green motive (GM) and green dynamic capabilities (GDC) in green innovation (GI) through green value co-creation (GVC). Moreover, this study investigates the moderation of top management support (TMS) to strengthen the mediation of specific constructs; GM, GDC, green value co-creation (GVC) and green innovation (GI). Design/methodology/approach - In total, 337 respondents (executive level/chief executive officer (CEO)) of service organizations were approached using a convenience sampling technique to collect the data through the survey method. Of these, 294 (87% response rate) duly filled responses were used in the final data analysis. In SPSS (Statistical Package for Social Sciences) v-23, the Process Macro-Hayes was used to evaluate the study's conceptual framework empirically. Findings - The study revealed that TMS strengthened the mediation framework of GM, GDC, GVC and GI. Moreover, all hypotheses related to direct and indirect associations of specific constructs used in the theoretical framework were statistically significant and proved. Originality/value - The comprehensive framework for GI of service organizations, primarily in the context of developing countries like Pakistan, is deficient in literature. This study helps service organizations by providing a comprehensive GI model to put a central focus on the transformation of management philosophy and working approach for achieving GI in the services structure.