Impact of Green Process Innovation and Productivity on Sustainability: The Moderating Role of Environmental Awareness

Sustainability is one of the fastest-growing research areas globally. Irrespective of industry and economic activity, it is the need of the day. This study examines the impact of green process innovation and green production on sustainability in Pakistan and India's cement and plastic manufacturing industries. The study also addresses the moderating role of environmental awareness, which increases the effect of green productivity and green innovation towards sustainability. The research is based on a quantitative approach to addressing the issue in question. Primary data were collected via a closed-ended questionnaire from 657 employees of Pakistan and India's plastic and cement manufacturing industries, and were analyzed via partial least square structural equation modeling via SmartPLS. The findings show that green productivity and green process innovation have a significant impact on sustainability, while environmental awareness also plays a significant role in sustainable practices in the cement and plastic manufacturing industries of Pakistan and India. The results are helpful for policymakers, industries, and other governmental and non-governmental organizations to ensure sustainability through green process innovation, green productivity, and environmental awareness.