WHEN AND HOW GREEN TRANSFORMATIONAL LEADERSHIP LEADS TO GREEN TECHNOLOGY INNOVATION: THE MEDIATION EFFECT OF GREEN INNOVATION CAPABILITY

Realising the customers' demands for green products, green technology innovation (GTI) serves as the way for businesses to grow, seek continued profit, and attain a competitive edge. Based on a paper-based survey of 337 respondents from Chinese hi-tech companies, this study utilised PROCESS Macro to analyse the impact of green transformational leadership (GTL) style on GTI through green innovation capability (GIC). Also, the study examined the adjustment effect of green market orientation (GMO). The findings indicated a statistically significant and favorable relationship between GTL and GTI through GIC. It also provided evidence to support the notion that GMO has a constructive role in moderating the association between GIC and GTI. These findings provide valuable insights into sustainable practises within Chinese high-tech enterprises, thereby enhancing our comprehension of this subject. Additionally, the study offers practical implications for leadership tactics that promote green innovation.