Exploring the Moderating Influence of Sustainable Creativity Strategies on the Relationship between a Green Innovation Atmosphere and Employee Green Creativity

Purpose: Within the framework of a green innovative technology development industry in Shenzhen, China, this paper explores the interaction of organisational atmosphere, sustainable creativity strategies, and employee green creativity. It seeks to clarify how organised sustainability interventions and a favourable environment for green innovation affect workers' creative contributions to environmental sustainability initiatives. Method: A total of 247 individuals employed by the research and development division took part in the survey. Variables relationship were assessed using previously developed scales modified for this study, and Stata-SEM was used to examine data. Findings: The findings show the following significant positive relationships: Employee Green Creativity is positively influenced by Green Innovation Atmosphere (β = 0.588, p < 0.001), Employee Green Creativity is enhanced by Sustainable Creativity Strategies (β = 0.519, p < 0.001), and the relationship between Green Innovation Atmosphere and Employee Green Creativity is moderated by Sustainable Creativity Strategies (β = 0.492, p < 0.001). Originality/Implications: This study advances theory by illustrating how organisational cultures and strategic interventions foster sustainability-focused employee creativity. It stresses the significance of combining enabling climates with focused sustainability policies for competitive advantage and environmental stewardship and offers actual ways for businesses to promote innovation and sustainability.