Previous empirical research has largely neglected the mediating role of green innovations on the top management commitment-customer cooperation relationship. This study examines effects of green process innovation and green managerial innovations on this relationship. An empirical analysis with a sample of 181 ISO 14001 Turkish manufacturing firms suggests that top management commitment positively affects customer cooperation, process innovation and managerial innovation. Green process innovation mediates the positive association between top management commitment and customer cooperation, whereas green managerial innovation does not. These findings suggest that green process innovation facilitates business partners to mitigate the external negative impact on environment. By contrast, green managerial innovation has a stronger in-house orientation and facilitates business firms to minimize their carbon footprints.
This study examines the mediating role of customer cooperation in green supply chain relationships. Employing 181 manufacturer–customer relationships, we test the mediating effect of customer cooperation on the process and managerial innovations. As proposed, customer cooperation positively mediates the relationship between top management commitment and process innovation. However, customer cooperation fails to mediate the relationship between top management commitment and managerial innovation. The findings suggest that the magnitude of customer cooperation increases the adoption of green innovations between supply chain partners to mitigate the negative impact on the environment. Furthermore, customer cooperation enforces a sense of mutuality between supply chain partners to diminish the impact of carbon footprint.
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