Leveraging global knowledge integration for advancing sustainable product design and green innovation in upstream supply chains

Purpose The purpose of the study is to explore the mediating role of environmental product design (EPD) in the relationship between customer involvement as an information source (CIS) and green product innovation (GPI), and to understand how global knowledge integration (GKI) influences the overall indirect effect of CIS on GPI through EPD practices. Despite the growing emphasis on leveraging knowledge resources for EPD, there is limited understanding of how firms can effectively manage customer involvement as information to optimize resource efficiency and enhance GPI. This gap highlights the need for research on integrating how diverse knowledge resources contribute to GPI to reduce environmental impact and support the transition towards a more sustainable circular economy. Design/methodology/approach This study tested the conceptual model through primary survey data collected from 313 manufacturing firms based in Pakistan and analysed using the smart PLS. Findings This study contributes to the knowledge management literature by showing that GKI enhances GPI in manufacturing firms through EPD, particularly at lower levels of customer involvement. The role of knowledge flow in the upstream supply chain is crucial for enhancing the firm’s green innovation product. Research limitations/implications The authors call for future researchers to provide new insights into this relationship by examining external integrative capabilities for GPI and how supplier innovation focus affects research and development collaboration for GPI Practical implications Customer involvement is a valuable resource that can drive GPI in manufacturing firms when they cannot leverage and integrate global knowledge practices into their green product design process. Originality/value This study demonstrates the value of CIS for sustainable product design in the context of the upstream supply chain perspective, which focuses on activities related to sourcing raw materials, procurement, and supplier management. The authors advance EPD literature as a new and important outcome of firm external knowledge sources and a predictor of GPI.