THE MEDIATING EFFECT OF GREEN INNOVATION ON THE RELATIONSHIP BETWEEN GREEN PURCHASING AND FIRM PERFORMANCE

Abstract

Purpose: The purpose ofthis study was to investigate the role that green innovation plays as a mediating factor in the relationship between green purchasing and firm performance. Design/methodology/approach: A quantitative method using the primary data collection technique was used. The data was collected from 350 participants using a questionnaire. Findings: The research findings demonstrated that environmentally responsible buying had a beneficial impact on environmentally responsible innovation, and environmentally responsible innovation had a good impact on the company's overall success. Green innovation served as a mediator between environmentally responsible consumption and the success of businesses. Conclusion: A positive impact between green innovation and firm performance demonstrated that mechanical advances in innovation that assessed natural effects would have the option to uplift firm performance. Limitations: The essential constraint ofthe present study is that it uses information from only one city. Moreover, the present study incorporated a single method in the current study. Recommendations: It was recommended that a multi-level environmental performance monitoring system and data review component ought to be placed step by step.