The influence of organisational values on green innovation and environmental outcomes

Purpose The study examines the role of organizational values in driving green innovation and improving environmental performance across different industries, aiming to capture how values-based approaches influence sustainability practices. Design/methodology/approach A convergent mixed-methods design was employed. The quantitative phase involved a survey of 290 respondents, analysed using SEM to test relationships between organizational values, green innovation, and environmental performance. The qualitative phase consisted of semi-structured interviews with 14 industry leaders to gain in-depth insights into implementation challenges and contextual factors. Findings Values oriented toward sustainability and innovation were found to be the strongest drivers of green innovation adoption. Green innovation mediates the relationship between organizational values and environmental performance, contributing to measurable reductions in carbon emissions, waste, and resource consumption. Qualitative evidence highlighted that financial and technical constraints can moderate the effectiveness of green innovation initiatives. Embedding sustainability and innovation into organizational values can enhance both innovation and environmental performance while contributing to broader societal sustainability goals. Originality/value Our study makes a novel contribution by being the first to explore the link between organizational values and green innovation adoption. The findings offer valuable implications for managers seeking to foster a values-driven culture that enhances both innovation and environmental performance.