THE IMPACT OF ENVIRONMENTAL INNOVATION & ENVIRONMENTAL MANAGEMENT ON GREEN PRODUCT INNOVATION PERFORMANCE IN THE MANUFACTURING INDUSTRY OF PAKISTAN WITH THE HELP OF MEDIATING ROLE OF GREEN CREATIVITY CLIMATE

The purpose of this paper, exploring the impact of success factors of EIP dimensions (i.e. Environmental Management, Creativity Climate, Green Creativity, Green Product Innovation Performance) & their impact on the organizational performance of Manufacturers in Pakistan on various leveled execution (i.e. environmental performance, economic performance, & operational performance, whereas EIP practices in developing countries like Pakistan needs to explore. The Data of this research were collected from the managers of 185 business firms in Pakistan through survey questionnaires with a purposive sampling technique. The target population consisted of managerial employees (business experts & executives) from private business firms & it was subjected to PLS-SEM for analysis. Our findings show that Manufacturing organizations can find consumers with low-quality environmental requirements having a low motivation to buy products. The most important element of an organization that promotes the establishment of a green factory product, contributes to the organizational innovation theory.