EXPLORING THE IMPACT OF GREEN SELF-EFFICACY, PERCEIVED VALUE, AND GREEN IMAGE ON GREEN CREATIVITY: THE MEDIATING ROLES OF GREEN KNOWLEDGE SHARING AND GREEN TECHNOLOGICAL SELF-EFFICACY, AND THE MODERATING ROLE OF GREEN MINDFULNESS

Abstract

This research investigates the causes of green creativity by incorporating psychological, cognitive, and organizational aspects into the framework of Social Cognitive Theory. A quantitative, cross-sectional approach was used to collect data from employees in Pakistan's industrial, energy, and service sectors, and structural equation modeling was used for analysis. The findings show that green self-efficacy and perceived value of green creativity significantly improve green creativity, but perceived green image has an indirect influence via mediating processes. Green knowledge sharing and green technological self-efficacy appear as essential channels for transforming individual ideas and perceptions into eco-innovative results. Furthermore, green mindfulness improves the relationship between technical self-efficacy and creativity, emphasizing its importance in promoting sustainable innovation. The findings add to theory by applying Social Cognitive Theory to sustainability situations, and they have practical significance for enterprises looking to cultivate green innovation. To attain long-term success, managers should increase employee self-efficacy, foster knowledge-sharing cultures, invest in technology competency, and encourage mindfulness practices.