How to boost green innovation and performance through collaboration in the supply chain: Insights into a more sustainable economy.

This study analyzes how supply chain leadership (SCL), supply chain followership (SCF) and green supply chain integration (GSCI) can contribute to green new product development (GNPD) and performance (PRF) through the effects of green innovation (GRI), considering the moderator role of customer pressure (CPR). In doing so, it provides new insights that can aid in understanding the importance of collaborative behavior in the supply chain that promotes sustainable benefits for companies and their stakeholders, stimulating green innovation as a key to making business more circular. ology: Using a structured questionnaire, this study gathers data from a cross-sectional sample of 425 supply chain partners of Portugal's biggest energy supplier. Structural equation modelling is used to test the proposed hypotheses, and the impact of customer pressure on the suggested relationships is assessed through a multi-group analysis. The findings suggest that SCL, SCF and GSCI positively impact GRI. Additionally, this study reveals that GNPD has a positive impact on PRF. Supply chain customer pressure appears to moderate some of the proposed relationships. This article provides some empirical evidence of the influence of SCL, SCF and GSCI on organizational value creation, contributing to a better understanding of the impacts of green innovation approaches on business sustainability. The overall results may support the importance of collaborative behavior in the supply chain for creating value for business, responding at the same time to the environmental sustainability challenges that humanity is facing, considering the role of customer pressure in moderating these relationships. Results show that, by being greener, a company may be more competitive, thus highlighting the importance of the collaboration between responsible and committed leaders and proactive followers for creating a better future for all. The research considered the suppliers of only one company. The relationships between variables need to be explored in other practical case studies and longitudinal research to improve the potential for extrapolating generalizations and establishing clear causalities. [ABSTRACT FROM AUTHOR]