Sustainability consciousness, green innovation initiatives and CSR practices:A way forward for developing countries:

Abstract

Green innovation hasn't gotten much attention as a factor of environmental policies in developing countries like Pakistan. Green innovation and long-term financial performance are very much dependent yet; despite the fact that many studies have looked into the influence of various corporate social responsibility (CSR) activities on environmental sustainability, few have looked into the implications of green innovation strategies and sustainability. From January to December 2021, data were collected from the respondent of 184 listed companies of 12 sectors of Pakistan Stock Exchange (PSX). The results were estimated by using partial least squares structural equation modeling (PLS-SEM). According to the findings of the study, all aspects of CSR were determined to be favorably significant in promoting environmentally sustainable growth except one aspect of CSR to consumers. Furthermore the mediation effect of green innovation is also aided by environmentally sustainable development.