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Although consumer pressure (CP) has been recognized as an essential driver of green innovation (GI), the question remains as to how CP could lead to GI. Drawing on the stakeholder theory and supplies‐values fit theory (SVFT), this study explored the mediating role of green human resources management practices (GHRMP) on the relationship between consumer pressure (CP) and green innovation (GI) under the moderating effect of individual green values (IGV). By using the quantitative research design, the data for the study was gathered from 257 manufacturing SMEs in India and analyzed using hierarchical regression analysis (PROCESS Macro) in SPSS. Empirical findings show that CP is positively associated with GI through GHRMP which increases when the firm's employees have stronger IGV. Thus, this study expands our understanding of CP towards GI and its underlying mechanism and conditional effect.

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This page is a summary of: How does consumer pressure affect green innovation of manufacturing SMEs in the presence of green human resource management and green values? A moderated mediation analysis, Business Ethics the Environment & Responsibility, July 2022, Wiley,
DOI: 10.1111/beer.12459.
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