The influence of green dynamic capabilities on brand sustainability among manufacturing enterprises in Tanzania: mediation of green technology innovation

Abstract

Purpose This research aims to explore the concept of green dynamic capabilities, which can facilitate the adoption of green technological innovations for the purpose of enhancing brand sustainability. Specifically, the study seeks to investigate the mediating role of green technological innovations in the relationship between green dynamic capabilities and brand sustainability.Design/methodology/approachTo achieve this aim, the study employed partial least squares structural equation modeling (PLS-SEM) and surveyed 316 managers of manufacturing enterprises.FindingsThe results showed that all relationships tested were positive and significant, and green technological innovation was found to be a significant mediator in the relationship between green dynamic capabilities and brand sustainability.Originality/valueBy adding a mediating variable (green technological innovations), this study adds to the literature on sustainability as well as contributes to the on-going debate on how manufacturing firms can be related to environmental issues in their productions.