Green Innovation and Environmental Performance: The Moderating Role of Innovation Orientation

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Adopting green practices is a critical factor for today's businesses. However, green innovation, like all forms of innovation, bears inherent risk. There are instances where these efforts fail to achieve the desired environmental performance due to various reasons such as high cost, lack of acceptance, technology failures, or unforeseen adverse environmental impacts. Such risks may deter firms from investing in green innovations or limit their effectiveness in enhancing environmental performance. This study thus investigates the moderating role of innovation orientation in the relationship between green innovation and environmental performance. Grounded in the contingency natural resource based view theory, the research focuses on manufacturing firms in the Greater Accra region of Ghana. A quantitative research approach was employed, utilizing a sample of 200 firms and collecting data through a survey. The results show that both green innovation and innovation orientation positively impact environmental iv performance. However, the interaction effect between green innovation and innovation orientation was not significant. The research contributes to the theoretical understanding of green innovation and innovation orientation in enhancing environmental performance and offers practical implications for firms seeking to improve their environmental performance. This study therefore recommends that the adoption of green practices, fostering a culture of innovation, and integrating innovation and sustainability strategies should be prioritized. Despite the limitations of focusing on the Greater Accra region and relying on self-reported data, the study provides valuable insights into the relationship between green innovation, innovation orientation, and environmental performance, with the potential for future research to expand the scope and explore the mediating role of innovation orientation.
A thesis submitted to the department of supply chain and information systems, Kwame Nkrumah university of science and technology, Kumasi in partial fulfilment of the requirements for the award degree of master of science in logistics and supply chain management