Green relational capital, integration capabilities and environmental innovation adoption: The moderating role of normative pressures

Abstract Environmental innovation has received increasing attention recently among scholars and policy‐makers. Drawing on diffusion of innovation theory, social capital theory, dynamic capabilities theory and institutional theory, we propose that green relational capital positively influences firms' environmental innovation adoption activities. This research used survey data from 392 manufacturing firms in China. The results show that green relational capital produces a positive influence on both the speed and comprehensiveness of environmental innovation adoption, and this effect is mediated by firms' integration capabilities. Moreover, normative pressures positively moderate the relationship between green relational capital and integration capabilities.