Environmental innovation and sustainability: the mediating power of green creativity

Purpose This research examinations the dual mediating role of green creativity (GC) in linking environmental innovation practices (EIP) to both sustainable competitive advantages (SCA) and environmental performance (EP) in the context of the renewable energy sector. Design/methodology/approach A quantitative, cross-sectional design was used. Data were collected via a survey from 637 engineers and managers working in renewable energy companies across Turkey. The reliability and validity of the scales were determined using confirmatory factor analysis (CFA), and the hypothesized mediation effects were tested using mediation analysis using the Jamovi program. The risk of common method bias (CMB) was assessed using the Harman Single Factor Test and found to be acceptable. Findings The results strongly support the conceptual model. Green creativity was found to have a significant mediating role between environmental innovation practices and sustainable competitive advantage (H1 supported). Furthermore, there was a significant mediating role in the relationship between green creativity, environmental innovation practices, and environmental performance (H2 supported). Research limitations/implications The primary limitation is the use of cross-sectional survey data, which limits causal inference. Future research should use longitudinal designs and replicate this model across different sectors and emerging economies to increase generalizability. Practical implications For managers in the renewable energy sector, these findings highlight the need to actively cultivate an organizational environment that supports and rewards green creativity. This proactive investment in creative processes is essential for fully leveraging environmental innovations, maintaining a strong competitive stance, and achieving superior environmental outcomes. Originality/value The research presents a novel and empirical examination of a dual mediation model incorporating green creativity and provides baseline data from the rapidly developing renewable energy sector in Türkiye – a significant and under-researched market.