Green learning orientation and environmental culture: enabling green innovation and B2B relationship management in manufacturing firms

Purpose This study aims to examine the relationship between green learning orientation (GLO) and green innovation (GI) within the manufacturing sector. Furthermore, it explores the mediating effect of the knowledge creation process – specifically, knowledge exchange (KE) and knowledge integration (KI) – on this relationship, and analyses how environmental organizational culture (EOC) moderates these associations. Design/methodology/approach A quantitative methodology was employed using variance-based partial least squares structural equation modeling on survey data from 447 respondents across 122 manufacturing firms in Pakistan. Findings The results indicate that GLO significantly influences incremental GI but has no direct effect on radical GI. The relationship between GLO and both forms of GI is partially mediated by KE and KI. EOC was found to strengthen the impact of GLO on KE and enhance the effect of KE on both radical and incremental GI, whereas it weakens the influence of KI on radical GI. Research limitations/implications Future research should examine how green KI capabilities and environmental consciousness may further shape the GLO–GI relationship, particularly across product and process innovation dimensions in different business-to-business (B2B) sectors. Practical implications The findings have significant implications for B2B marketing strategy. Firms can enhance customer trust, supplier engagement and long-term relational value by institutionalizing GLO as a strategic asset that promotes GI through structured KE with external partners. The moderating role of EOC underscores the need for firms to foster a strong environmental culture to effectively leverage knowledge flows in collaborative B2B networks. Manufacturing firms can apply these insights to codevelop sustainable products with customers, strengthen green branding in industrial markets and deepen supplier integration for continuous innovation. Originality/value This study contributes to the GI and B2B marketing literature by elucidating how GLO facilitates GI through knowledge-based mechanisms and environmental culture. It offers a novel understanding of the interdependencies among organizational learning, interfirm knowledge dynamics and environmental values in driving innovation performance in B2B contexts.