Green managerial practices and green performance: A serial mediation model

This study examines the influence of green supply chain management (GSCM) practices and green culture on green performance in the manufacturing sector through the mediating effect of proactive environmental strategy (PES) and green product innovation (GPI). A quantitative approach was followed, and partial least squares structural equation modeling (PLS-SEM) was used for hypothesis testing. A questionnaire was used to collect data, and 663 questionnaires were included in the final analysis. Contrary to our expectations, the results showed that GSCM practices do not influence green performance, whereas green culture is positively related to green performance. The results show that PES and GPI explain the relationship between GSCM practices, green culture, and green performance. PES and GPI sequentially mediated GSCM practices, green culture, and green performance. Moreover, PES and GPI significantly improved green performance. This study aims to extend the scholarly appreciation of GSCM practices and the impact of green culture on green performance by examining the mediating effects of PES and GPI on these relationships. The implications and future research avenues are also discussed.