Influencing Employee Innovative Behavior Through Sustainable Business Practices: The Moderating Role of Transformational Leadership

Abstract

The present study aims to extend this line of inquiry by investigating the influence of sustainable business practices about green marketing initiatives and GHRM practices on E Innovation. No less important is the role transformational leadership takes on in the interplay that this study tackles. 290 employees in the Jordanian telecommunication sector participated in the research using structured questionnaires. This was analyzed using structural equation modeling to examine relations among these constructs. These results were arrived at after discoveries that both green marketing initiatives and GHRM practices had a powerful positive influence on employee innovative behavior. However, transformational leadership was found to moderate these relationships and overcome the dark sides of implementation to enhance the positive effects of sustainable practices on innovation. However, all these insights could only generalize to the telecommunications sector in Jordan, and therefore, the need to give for further research in other contexts. This study contributes to the literature by empirically supporting TL as a facilitator for the fostering of innovation through sustainable practices; at the same time, the study acknowledges that the employment data using self-reports limits its findings and clarifies some explanations regarding specific statistical findings. The present study reinforces the need to implement business sustainable practices for fostering innovation, this time moderated by effective transformational leadership.