From quality to green innovation: the catalytic role of green organizational culture in TQM and green manufacturing practice

Purpose This study aims to explore the relationship between total quality management (TQM) and green innovation (GI), focusing on its dimensions – green product innovation (GPI) and green process innovation (GPSI) – in Malaysian manufacturing SMEs. It also examines the mediating role of green manufacturing practices (GMP) in linking TQM with GI and the moderating effect of green organizational culture (GOC) on the TQM–GMP relationship. Design/methodology/approach Data were gathered from 219 manufacturing SMEs located in Malaysia and analyzed through structural equation modeling with SmartPLS. Findings The findings confirm that TQM significantly enhances GPI and GPSI. GMP acts as a critical mediator, strengthening the connection between TQM and GI, while GOC amplifies the influence of TQM on GMP. Originality/value The results highlight the importance of embedding TQM practices, fostering a strong GOC and adopting GMP to drive innovation and sustainability. The study offers valuable guidance for practitioners and policymakers in emerging markets, particularly in leveraging TQM and GOC to navigate environmental challenges and enhance competitive advantage.