IMPACT OF GREEN INNOVATION ON ENVIRONMENTAL PERFORMANCE AND FIRM PERFORMANCE: MODERATION OF FIRM CULTURE AND LEADERSHIP COMMITMENT

This paper investigates how green innovation impacts environmental performance and firm performance, focusing on moderating role of firm culture and leadership commitment. The research implements questionnaire surveys using SmartPLS software to analyze gathered data and this study used stratified random sampling method. The research demonstrates favorable connections between green innovation and firm performance and environmental improvement factors that become stronger because of firm culture alignment and executive-level green strategy focus. Firm culture and leadership commitment were shown to strengthen effects, particularly in enhancing environmental outcomes. Findings highlight importance of firm context in maximizing green innovation strategies benefits.