THE INTERPLAY AMONG GREEN INNOVATIVE WORK BEHAVIOR, PSYCHOLOGICAL SAFETY, GREEN SHARED VISION, AND GREEN MARKET ORIENTATION OF EXPORTING FIRMS

This integrative study unveils and highlights the mechanism in which green innovative working behaviors of export department employees mediate the relationship between green shared vision and green market orientation, which is regulated by the extent of psychological safety. As a multilevel study, the sample captures 107 firms at organizational level and 215 employees at individual level questionnaires. The structural equation modelling by PLS is employed to test the developed hypotheses. The results reveal the importance of the green shared vision for green innovative working behavior and green market orientation, and the boosting effect of psychological safety on the relationship between green innovative working behavior and green market orientation. This study offers an in-depth understanding regarding the vital role of human capital in value creation through disclosing the role of export department employees in these interrelationships with a sustainable lens, which makes a contribution to microfoundational approach in the context of exporting.