GREEN INNOVATION AND SUSTAINABLE PERFORMANCE OF FAST-MOVING CONSUMER GOODS (FMCGS) FIRMS IN AN EMERGING ECONOMY
DOI:
https://doi.org/10.18623/rvd.v22.n4.4609Palavras-chave:
Emerging Economy, Energy Efficiency, Green Innovation, Resource Conservation, Sustainable PerformanceResumo
As environmental challenges intensify, fast-moving consumer goods (FMCG) firms in emerging economies are increasingly adopting green innovation to boost sustainability. This study examines how green innovation affects the sustainable performance of fast-moving consumer goods (FMCG) firms operating in an emerging economy. The research involved 861 employees from 3 leading fast-moving consumer goods (FMCG) companies, with each showing different levels of involvement with green innovation. Adopting Yamane’s formula, a sample of 273 participants was drawn, while through the stratified random sampling, 248 valid responses were collected using a well-structured questionnaire for data analytics. The findings revealed that green innovation, particularly energy efficiency and resource conservation, enables sustainable performance of firms. Highlighting how pivotal green process innovation and knowledge sharing are in improving the environmental and economic outcomes of resource-constrained firms in emerging markets. The study thus concludes that green innovation is a key driver of the sustainable performance of fast-moving consumer goods (FMCG) firms. As a policy implication, it proffers that firms must adopt supportive green strategies and policies, along with strengthening their knowledge silos and digital capabilities, as these have been revealed to deliver sustainable performances and a competitive edge.
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