Green supply chain integration and knowledge dynamics: a pathway to incremental and radical green innovation

Purpose The purpose of this study is to examine how green supply chain integration (GSCI) drives both radical and incremental green innovation (GRI and GII). Regardless of the acknowledged value of GSCI, the mechanism through which it influences GRI and GII lacks clarity. This research endeavors to overcome this theoretical gap, delving into the mediating roles of complementary knowledge coupling (CKC) and new knowledge diffusion (NND) while evaluating the moderating effect of green technology turbulence (GTT). Design/methodology/approach A cross-sectional survey was conducted among 376 managers from Pakistani manufacturing firms. The conceptual model was verified using partial least squares structural equation modeling to assess the relationships among key constructs. Findings The analysis indicates that GSCI has a favorable impact on both GII and GRI, with a more substantial effect on GII. CKC and NND act as mediators in the connection between GSCI and both types of innovation, improving the integration and diffusion of knowledge. While GTT does not moderate the GSCI–GII relationship, it significantly moderates the GSCI–GRI link, indicating that technological turbulence plays a larger role in facilitating radical innovation. Practical implications Firms can boost innovation by fostering relationships with knowledgeable partners and strengthening internal knowledge-sharing structures. Managers need to focus on building adaptive capabilities to cope with turbulence and leverage knowledge mechanisms for innovation in the face of environmental uncertainty. Social implications GSCI, reinforced by knowledge sharing, collaborative ties and internal learning, empowers firms to advance sustainability goals and contribute to broader societal efforts toward responsible production and environmental stewardship. Originality/value This research opens the black box through which knowledge-related capabilities enable the transformation of knowledge resources into green innovation under technological turbulence. Unveiling unexplored connections between GSCI, CKC, NND and GTT offers a novel perspective on green innovation. To the best of the authors’ knowledge, this study is the first to reveal these missing links, advancing green innovation and knowledge management literature.