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Integrating environmental goals in a company‟s mission and strategies not only improves
the company‟s image as a socially responsible organization but also help in gaining a
leading position of first mover advantage. In today‟s era, due to the increasing pressures
towards sustainability and pro-environment policies, organizations as well as
governments are making efforts in this direction. The purpose of this study is to find out
the role of organizations in following green practices such as green organizational
identity and green innovation performance. The current study investigates the association
between green organizational identity, environmental commitment, and green innovation
performance. Moreover, we also investigate how environmental commitment mediates
the relationship between green organizational identity and green innovation performance.
Data from manufacturing organizations is taken, these are the companies registered with
WWF Green office project. Following a quantitative approach, the hypotheses developed
in the light of literature are tested using structural equation modeling (SEM). Result
indicates that a complementary partial mediation exists between green organizational
identity, environmental commitment, and green innovation performance. Moreover, this
study also aims to help in comprehending to what extent organizations are focusing on
the environment and how much they value both the environment and making their
operations green.
Shakeela Mushtaq, Syed Sohaib Zubair, Mukaram Ali Khan, Sobia Khurram. (2019) Mediating Role of Environmental Commitment between Green Organizational Identity and Green Innovation Performance, Pakistan Journal of Commerce and Social Sciences, Volume 13, Issue 2.
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