The Effect of Green Innovation on Corporate Sustainability in the Seed and Pesticide Multinational Companies Working in Pakistan

Abstract

Environmental awareness among corporate stakeholders has made green innovation voice of the day. Lot of research has been conducted on green innovation. But still there exists a controversy for its effect on corporate sustainability. This study is focused to address the gap, to investigate studying the relationship between green innovation and corporate sustainability. The hypothesized relationship, represented in the conceptual framework was empirically tested, after a cross sectional survey was conducted among multinational pesticide companies working in Pakistan. Data were collected through self-administered questionnaire from 267 employees. The data was analysed through SEM-PLS. The findings showed that green innovation demonstrated a highly significant positive effect on corporate sustainability. Thus, green innovation enables organization to achieve long term financial, social and environmental success of the organizations.

       Keywords: green innovation, corporate sustainability, green products, environmental sustainability