Structural relationships of a firm's green strategies for environmental performance: The roles of green supply chain management and green marketing innovation

Global climate sanctions are expected to force supply chain affiliates to reduce greenhouse gas and face trade distortions caused by carbon leakage. In this regard, this study examines how internal green activities such as green managerial innovation, green supply chain management, and green innovation facilitate firms to achieve environmental performance. Also, we endeavor to unveil the role of intellectual property rights and incorporate the mediating role of green supply chain management and the moderating role of green marketing innovation. Using the structural equation model technique, we examined hypotheses with 452 South Korean firms sampled through a web-based survey. Our results validated the direct effect of green managerial innovation and intellectual property right on green supply chain management, green supply chain management and intellectual property right on green innovation, and green innovation on environmental performance. In addition, we confirmed the significant mediating role of green supply chain management between intellectual property rights and green innovation and the moderating role of green marketing innovation between green innovation and environmental performance. These findings contribute to the literature on clean production and environmental performance by uncovering a firm's internal green strategies for resource utilization and identifying the contingent roles of green marketing innovation.