Green innovation in family versus nonfamily firms: the role of environmental awareness longevity

Purpose Although the literature highlights the critical role of family firms in ensuring the sustainability of our economies, few studies examine how these firms differ from nonfamily firms in integrating environmental considerations into their innovation strategies. To address this gap, this research draws on stakeholder theory and the socioemotional wealth perspective to examine the relationship between the family status of the firm and green innovation intensity, while also investigating the moderating role of environmental awareness longevity. Design/methodology/approach This research relies on a quantitative analysis of a sample of 231 private firms located in Wallonia (Belgium). Regression analyses are conducted to test the direct effect of family status of the firm on green innovation intensity and the moderating effect of the duration of environmental awareness. Findings The results reveal a positive relationship between the family status of the firm and green innovation intensity. However, this positive effect weakens as the duration of environmental awareness increases. This suggests that family firms are particularly supportive of green innovations in the early stages of their environmental awareness. Originality/value This study contributes to the literature at the intersection of green innovation and family business by showing that family firms are more inclined than nonfamily firms to pursue green innovations. By introducing environmental awareness longevity as a moderating factor, the research advances existing knowledge by revealing the temporal conditions under which family firms display greater proactivity in the adoption of green innovations.