Understanding organizational changing behavior for enhancing sustainability performance

Purpose The purpose of this paper is to identify and assess the influence of behavioral change agents for adopting green innovation to enhance sustainability performance. Design/methodology/approach This paper employed a quantitative approach by disseminating a structured questionnaire to 141 supply chain professionals of manufacturing firms who are familiar with green innovation, operating in the metropolitan city of Pakistan, i.e. Karachi. Later, exploratory and confirmatory factor analyses were performed to evaluate the reliability and validity of the model. Lastly, SmartPLS was used to test the proposed hypotheses in the study. Findings The findings revealed that green transformational leadership, acceptance of change and work culture showed a significant impact on green innovation leading toward sustainable performance. Research limitations/implications The authors suggest that green innovation is a prime factor for enhancing a firm’s sustainability in the market and supply chain, requiring continuous improvement efforts from supply chain professionals. Practical implications The findings can help decision-makers to increase the efficiency and production of the organization and provide support to green policy-makers. It also empowers employees and fosters green awareness, ultimately generating benefits that serve the company’s best interests. Social implications The study supports a shift toward sustainable behavior, encouraging organizations to contribute positively to society and the environment. Empowering change agents can catalyze pro-environmental attitudes and behaviors, ultimately encouraging organizations to adopt eco-friendly innovations for broader societal and environmental well-being. Originality/value This paper is an initial effort to assess organizational behavioral change on green innovation for enhancing the sustainable performance of manufacturing firms in Pakistan.