Green innovation and purchasing strategy: Mediators between top management commitment and competitive advantage

This article aims to investigate how top management commitment (TMC) affects competitive advantage (CPA) within the manufacturing industry in Vietnam. It specifically explores the mediating roles played by purchasing strategy (PSG) and green innovation (GRI). By integrating these variables into a unified model, the research seeks to provide a comprehensive understanding of how TMC translates into CPA through strategic purchasing and environmental innovations, using PLS-SEM to analyze the relationships between TMC, purchasing strategy, green innovation, and CPA. Theoretical frameworks such as the AMO theory, RBV theory, and Dynamic Capabilities (DC) theory underpin the article, guiding the formulation of hypotheses and interpretation of results. The findings indicate that TMC significantly enhances CPA by positively influencing purchasing strategy and green innovation. Both purchasing strategy and green innovation serve as crucial mediators, translating TMC into tangible competitive benefits. The article highlights the importance of proactive and strategic purchasing, as well as the implementation of green innovations, in achieving sustainable CPAs in the manufacturing sector. Manufacturing enterprises are encouraged to invest in green technologies and develop strategic purchasing policies that align with their sustainability goals. This approach not only enhances competitive positioning but also addresses environmental and social responsibilities.