Collective Green Creativity and Eco-Innovation as Key Drivers of Sustainable Business Solutions in Organizations

Abstract

The main objective of this chapter was to explore if collective green creativity and eco-innovation can create novel and sustainable business and management practices. A literature review approach was conducted on the link between collective creativity, innovation, and sustainable business practices. It was found that collective green creativity and eco-innovation can create sustainable business practices. The process starts with the creative individual which needs creative thinking skills, creative motivation, green mindfulness and green self-efficacy. A creative collective is then created using their creative intelligence and creative exchange to create a shared green vision. The creative collective requires green transformational leadership with access to green dynamic capabilities and resources to be effective in the business environment. This creative collective follows the six-step creative problem-solving process which enables the collective to create eco-innovation using an additional four steps. The end result is novel and sustainable business practices and solutions.