Does Relationship of Knowledge Management Practices With Eco-innovation Matter? A Mediating, Moderating Analysis Evidence From ICT Sector

This research examines how knowledge management practices (KMP) influence eco-innovation through employee creativity (EC), while considering market turbulence (MT) as a moderating factor. The study surveyed 320 employees from ICT firms using simple random sampling. All KMP types positively increase employee creativity, and Creativity mediates the relationships between four KMP aspects and eco-innovation: Knowledge storing (KS) → Product eco-innovation (PDI), Knowledge diffusion (KD) → Process eco-innovation (POI), Knowledge generation (KG) → Organizational eco-innovation (OGI), Knowledge application (KA) → All eco innovation types. The results suggest that fostering knowledge exchange and creative thinking helps companies develop eco innovations, especially in dynamic markets. Current research also proposes the three main mediating hypotheses and 12 sub-hypotheses about the mediating effect of EC for the relation of KD, KS, KG, and KA with PDI, POI and OGI. Results indicate that EC plays its role as a partial mediator. It is also seen that EC has a positive impact on PDI, POI and OGI. This research also proposes three sub-moderating hypotheses. Results indicate that market turbulence (MT) positively moderates the relationship of EC with three kinds of eco-innovation (EI) that is, PDI, POI and OGI. Future directions, limitations and implications are provided at the end.