Eco-conscious internal communication and psychological drivers of eco-centric creativity: A three-wave PLS-SEM study of Chinese SMEs

In response to the demands of Sustainability 4.0 and the Sustainable Development Goals (SDGs), this study explored the role of eco conscious internal communication in creating eco centric creativity among employees of small and medium sized enterprises (SMEs). We hypothesized that the link between supervisor environmental priority is mediated by sustainability-oriented mindfulness and eco conscious personal identity and that supervisor environmental priority strengthens these pathways. A three-wave survey design was employed; 800 questionnaires were distributed to SME (Small & Medium Enterprises) employees in Beijing, Shanghai, Guangzhou, and Chengdu, and 473 questionnaires were obtained after controlling for missing data. Eco conscious internal communication, supervisor environmental priority were measured at Time 1, sustainability-oriented mindfulness, eco conscious personal identity at Time 2 (four weeks after Time 1) and eco centric creativity was rated by supervisor at Time 3 (eight weeks after Time 1). Partial least squares structural equation modelling (PLS SEM) showed that eco conscious internal communication has a positive predictive relation with eco centric creativity (b = 0.12, p = 0.004). Sustainability oriented mindfulness (indirect b = 0.187) and eco conscious personal identity (indirect b = 0.065) mediated this relationship partially, and supervisor environmental priority enhanced the indirect relationship through eco conscious personal identity (b = 0.03, p = 0.001). The variance in eco centric creativity was explained by the model to 40.9 %. These results indicate that clear sustainability communication activates employee creativity through cognitive and identity mechanism and that supportive leadership increases these effects. The study adds to the field by supporting both organizational and environmental psychology theories by showing how motivation and social identity processes work to achieve sustainable innovation and offers an actionable approach for SMEs to take in order to achieve the SDGs.