ASSESSING THE IMPACT OF ADOPTING GREEN INNOVATION PRACTICES ON SUSTAINABLE PERFORMANCE IN PALESTINIAN CONSTRUCTION INDUSTRY: GREEN ORGANIZATIONAL CULTURE AS A MODERATOR
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Date
2025-06-17
Authors
Faour, Maryana
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Publisher
An-Najah National University
Abstract
The construction industry is considered one of the largest contributors to environmental degradation; therefore, most scholars are recently seeking to integrate green practices within this industry to achieve a sustainable future. Accordingly, this study includes five main objectives, including investigating the impact of adopting green innovation (GI) practices on sustainable performance in its three pillars (i.e., environmental, social, and economic) in the Palestinian construction industry, in addition to exploring the moderating effect of green organizational culture (GOC) on this relationship. Moreover, it assesses the level to which Palestinian construction firms are willing to adopt and implement GI practices, as well as the level of GOC and sustainable performance. For this purpose, a quantitative research approach using a self-administered questionnaire was adopted. The target population of the study consists of key practitioners in the Palestinian construction industry, i.e., contracting, consulting, and engineering firms, in which specific classifications were identified for these firms to be included in the sampling frame. Thus, 143 valid responses were obtained, one response from each firm, and the SmartPLS software was used to analyze the study model and test the proposed hypotheses. The findings show that the level of adopting GI practices and sustainable performance in Palestinian construction firms is high, whereas GOC is being implemented at a moderate level. Besides, the findings indicate a positive and significant relationship between the adoption of GI practices and sustainable performance. Further, GOC positively impacts both adopting GI practices and sustainable performance and also positively moderates the relationship between them. Undoubtedly, examining the effect of GI on sustainable performance with the presence of GOC in such a unique and complicated context offers a set of significant implications. In detail, the study contributes to GI theory by emphasizing the importance and effectiveness of adopting GI practices in conflict-affected and resource-constrained contexts, as well as to the GOC theory by confirming its ability to facilitate the adoption of GI practices and achieve sustainable performance. The study fosters policymakers and stakeholders in the construction industry to transform conventional construction activities into green ones by adopting GI practices, thereby enhancing sustainable performance. Ultimately, this study bridges the gap regarding the misconception of GI and its impact on sustainable performance in the construction industry, especially in a developing country such as Palestine, which suffers from a complex context of political instability, ongoing conflict, and limited resources. Based on the available literature, this is the first study that explores the moderating role of GOC between the adoption of GI practices and sustainable performance in the Palestinian construction industry.