An-Najah National University 

Faculty of Graduate Studies 

 

 

ASSESSING THE IMPACT OF ADOPTING GREEN 

INNOVATION PRACTICES ON SUSTAINABLE 

PERFORMANCE IN THE PALESTINIAN 

CONSTRUCTION INDUSTRY: GREEN 

ORGANIZATIONAL CULTURE  

AS A MODERATOR 
 

 

 

By 

Maryana Naser Wajih Faour  

 

 

Supervisors 

Dr. Yahya Salahat 

Dr. Ramiz Assaf 
 

 

 

 

This Thesis is Submitted in Partial Fulfillment of the Requirements for the Degree 

of Master of Engineering Management, Faculty of Graduate Studies, An-Najah 

National University, Nablus - Palestine. 

2025 



II 
 

 

 

 

 

 

 

 

ASSESSING THE IMPACT OF ADOPTING GREEN 

INNOVATION PRACTICES ON SUSTAINABLE 

PERFORMANCE IN THE PALESTINIAN 

CONSTRUCTION INDUSTRY: GREEN 

ORGANIZATIONAL CULTURE  

AS A MODERATOR 

 
 

 

By 

Maryana Naser Wajih Faour 

 
 

This Thesis was Defended Successfully on 17/06/2025, and approved by: 

Dr. Yahya Salahat 

Supervisor 

 

Signature 

Dr. Ramiz Assaf 

Co-Supervisor 

 

Signature 

Dr. Ashraf Almimi 

External Examiner 

 

Signature 

Dr. Ahmad Ramahi 

Internal Examiner 

 

Signature 



III 
 

Dedication 

( ِ ْلُت َوهَُو َربُّ اْلَعرْ  َوَما تَْوفِيقِي إاِلَّ بِاَللَّ  (ِش اْلَعِظيمِ َعلَْيِه تََوكَّ

To my dearest father, my idol,  

who taught me tenacity, whose sacrifices paved my way toward success. 

To my beloved mother, my inspiration,  

whose prayers, boundless support, and unwavering faith in me always push me forward. 

To my lovely sisters, my safe place, 

who have always encouraged me throughout this journey.  

To everyone who supported me, even with one word. 

I dedicate this thesis. 

 

 

 

 

 

  

 

 

 

 

 



IV 
 

Acknowledgment  

First and foremost, I thank God Almighty, who gave me the patience, ability, and courage 

to accomplish this thesis. 

All my sincere gratitude goes to my supervisors, Dr. Yahya Salahat and Dr. Ramiz Assaf, 

for their patience, continuous support, constructive guidance, valuable insights, and their 

faith in my ability to complete this research work and overcome challenges. 

I would also like to thank the examining committee for their precious time and effort in 

reviewing this thesis and for their valuable comments. 

I would like to extend my thanks to my family for their endless love, support, and 

encouragement throughout this journey. 

I would thank my friends and all participants in the survey from the Palestinian 

construction industry. 

Lastly, I would like to express my deep gratitude to everyone who guided me directly or 

indirectly during work on this thesis. 

 

 

 

 

 

 

 

 

   



V 
 

Declaration 

I, the undersigned, declare that I submitted the thesis entitled: 

 

ASSESSING THE IMPACT OF ADOPTING GREEN 

INNOVATION PRACTICES ON SUSTAINABLE 

PERFORMANCE IN THE PALESTINIAN 

CONSTRUCTION INDUSTRY: GREEN 

ORGANIZATIONAL CULTURE  

AS A MODERATOR  

 
I declare that the work provided in this thesis, unless otherwise referenced, is the 

researcher's own work, and has not been submitted elsewhere for any other degree or 

qualification. 

  

 

      Maryana Naser Wajih Faour Student's Name:  

 Signature: 

                     17/06/2025 Date: 

 

 

  



VI 
 

List of Contents 
 

Dedication ....................................................................................................................... III 

Acknowledgment ............................................................................................................ IV 

Declaration ....................................................................................................................... V 

List of Contents ............................................................................................................... VI 

List of Tables .................................................................................................................. IX 

List of Figures .................................................................................................................. X 

List of Appendices .......................................................................................................... XI 

Abstract .......................................................................................................................... XII 

Chapter One: Introduction and Literature Review ........................................................... 1 

1.1 Chapter Overview ....................................................................................................... 1 

1.2 General Background ................................................................................................... 1 

1.2.1 Problem Statement and Research Questions ........................................................... 4 

1.2.2 The Significance of Research .................................................................................. 5 

1.2.3 The Objectives of Research ..................................................................................... 6 

1.2.4 The Research Hypotheses ........................................................................................ 6 

1.2.5 The Structure of the Thesis ...................................................................................... 7 

1.3 Green Innovation Concept .......................................................................................... 7 

1.4 Adoption of Green Innovation in the Construction Industry ...................................... 9 

1.4.1 Green Innovation Practices .................................................................................... 11 

1.4.2 Green Product Innovation ...................................................................................... 12 

1.4.3 Green Process Innovation ...................................................................................... 13 

1.4.4 Green Organizational Innovation ........................................................................... 14 

1.5 Sustainable Performance ........................................................................................... 15 

1.6 Green Organizational Culture ................................................................................... 16 

1.7 Adoption of GI practices and Sustainable Performance ........................................... 19 

1.8 Green Organizational Culture as a Moderator .......................................................... 20 

1.9 Construction Industry in Palestine ............................................................................ 23 

1.10 Conceptualization of the Proposed Model .............................................................. 24 

Chapter Two: Methodology ............................................................................................ 25 

2.1 Chapter Overview ..................................................................................................... 25 

2.2 Research Type ........................................................................................................... 25 



VII 
 

2.3 Research Approach ................................................................................................... 26 

2.4 Research Methodology ............................................................................................. 26 

2.5 Sampling Plan ........................................................................................................... 28 

2.6 Questionnaire Design and Measurement Development ............................................ 30 

2.7 Data Analysis Techniques ........................................................................................ 31 

Chapter Three: Data Analysis and Results ..................................................................... 33 

3.1 Chapter Overview ..................................................................................................... 33 

3.2 Analysis of Survey Responses .................................................................................. 33 

3.2.1 Response Rate ........................................................................................................ 33 

3.2.2 Demographic Information ...................................................................................... 33 

3.2.3 Descriptive Analysis .............................................................................................. 35 

3.2.4 Non-Response Bias ................................................................................................ 36 

3.3 Analysis of Questionnaires ....................................................................................... 37 

3.4 Reflective Measurement Model Assessment ............................................................ 39 

3.4.1 Indicator Reliability ............................................................................................... 39 

3.4.2 Internal Consistency Reliability ............................................................................. 39 

3.4.3 Convergent Validity ............................................................................................... 40 

3.4.4 Discriminant Validity ............................................................................................ 40 

3.5 Structural Model Assessment ................................................................................... 42 

3.5.1 Constructs Collinearity Assessment ...................................................................... 42 

3.5.2 Coefficient of Determination (R2) ......................................................................... 42 

3.5.3 Effect Size (f2) ....................................................................................................... 43 

3.5.4 Predictive Relevance (Q2) ...................................................................................... 43 

3.5.5 Model Fit Measures ............................................................................................... 44 

3.5.6 Significance of the Path Coefficients ..................................................................... 44 

3.6 Moderation Analysis ................................................................................................. 45 

Chapter Four: Discussion, Conclusion, and Recommendations ..................................... 49 

4.1 Chapter Overview ..................................................................................................... 49 

4.2 Discussion of Results ................................................................................................ 49 

4.2.1 Discussion of the Adoption Level of GI Practices in Palestine ............................. 49 

4.2.2 Discussion of the level of Green Organizational Culture in Palestine .................. 51 

4.2.3 Discussion of the level of Sustainable Performance in Palestine .......................... 53 



VIII 
 

4.2.4 Discussion of Hypotheses Testing ......................................................................... 55 

4.3 Theoretical and Practical Implications ..................................................................... 56 

4.4 Conclusion ................................................................................................................ 57 

4.5 Recommendations ..................................................................................................... 59 

4.6 Limitations and Future Research Directions ............................................................ 60 

List of Abbreviations ...................................................................................................... 62 

References ....................................................................................................................... 63 

Appendices ...................................................................................................................... 74 

 ب ............................................................................................................................... الملخص

 

 

  



IX 
 

List of Tables 

Table 1: Sampling Frame Distribution ........................................................................... 29 

Table 2: Average Response Level .................................................................................. 35 

Table 3: Level of Adopting GI Practices, GOC, and Sustainable Performance ............. 36 

Table 4: Non-Response Bias Test ................................................................................... 37 

Table 5: Cronbach's Alpha, Composite Reliability, and AVE of Constructs ................. 41 

Table 6: Values of Variance Inflation Factor ................................................................. 42 

Table 7: Values of R2 and f2 ........................................................................................... 43 

Table 8: Results of Path Coefficients and Hypotheses Testing  ..................................... 45 

Table 9: Bootstrapping Analysis Results of Moderating Effect  .................................... 46 

Table 10: Strength of Moderating Effect  ....................................................................... 48 

 

 

 

  



X 
 

List of Figures 

Figure 1: Research Conceptual Model ............................................................................ 24 

Figure 2: Research Methodology Flowchart .................................................................. 27 

Figure 3: Measurement Model (Outer Model) ............................................................... 40 

Figure 4: Slope Analysis ................................................................................................. 47 

Figure 5: Bootstrapping Analysis Results of the Structural Model  ............................... 48 

 

 

  

file:///C:/Users/hp/Desktop/Thesis/Master%20Thesis.docx%23_Toc195606242


XI 
 

List of Appendices 

Appendix A: Questionnaire ............................................................................................ 74 

Appendix B: 80 ........................................................................................................ االستبانة 

Appendix C: Tables ........................................................................................................ 85 

Table C.1: Names of Questionnaire Reviewers ....................................................... 85 

Table C.2: Operationalization of Model Constructs ................................................ 85 

Table C.3: Respondents Profile Summary ............................................................... 88 

Table C.4: Descriptive Analysis of All Questionnaire Items .................................. 90 

Table C.5: Results of Cross Loadings ..................................................................... 92 

Table C.6: Results of Fornell-Larcker Criterion ...................................................... 94 

Table C.7: Results of Heterotrait-Monotrait Ratio (HTMT) Criterion .................... 94 

Table C.8: Predictive Relevance (Q2) Values ......................................................... 94 

  



XII 
 

ASSESSING THE IMPACT OF ADOPTING GREEN INNOVATION 

PRACTICES ON SUSTAINABLE PERFORMANCE IN THE 

PALESTINIAN CONSTRUCTION INDUSTRY: GREEN 

ORGANIZATIONAL CULTURE  

AS A MODERATOR 

By 

 Maryana Naser Wajih Faour  

Supervisors 

Dr. Yahya Salahat 

Dr. Ramiz Assaf 

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 aims to 

investigate 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. For this purpose, a quantitative 

research approach using a self-administered questionnaire was adopted. The target 

population 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, highlighting green concepts in a challenging context like 

Palestine, which suffers from political instability, ongoing conflict, and limited resources, 

has 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 



XIII 
 

encourages policymakers and stakeholders to transform conventional construction 

activities into greener ones and contributes to bridging the gap regarding the 

misconception of GI and its impact on sustainable performance in the construction 

industry. Based on the available literature, this is the first study to explore the moderating 

role of GOC between the adoption of GI practices and sustainable performance in the 

Palestinian construction industry. 

Keywords: Green innovation, sustainable performance, green organizational culture, 

construction industry. 

 

 

 



1 
 

Chapter One 

Introduction and Literature Review 

1.1 Chapter Overview 

This chapter represents the basic foundation for the research, as it offers a broad summary 

of the research subject, including a general background, research problem statement, 

significance, objectives, hypotheses, and the study's overall structure. In addition, this 

chapter focuses on conducting a comprehensive literature review to determine what 

previous studies have found in the context of the topic under study. Accordingly, the 

chapter reviews theoretical studies relevant to the study topic and the concepts addressed, 

including green innovation practices, green organizational culture, and sustainable 

performance. Moreover, the nature of the relationships between these variables within the 

construction industry was clarified, leading to the development of research hypotheses in 

line with the literature review. The chapter seeks to provide the Palestinian construction 

industry and other stakeholders with a deeper grasp of the expected relationship between 

adopting green innovation practices and sustainable performance, with green 

organizational culture acting as a moderator.  

1.2 General Background 

The construction industry contributes significantly to economic growth, employment 

generation, and enhancing quality of life through providing shelter and infrastructure 

development, as well as meeting the needs for commercial activities, educational services, 

and manufacturing operations (Bohari et al., 2016). Indeed, Mavi et al. (2021) asserted 

that around 13% of the total global gross domestic product (GDP) is derived from the 

worldwide construction industry, whereas based on the Palestinian Central Bureau of 

Statistics [PCBS] (2024), the Palestinian construction industry contributes nearly 3.1% to 

the country's GDP.   

Although the construction industry has beneficial contributions, it substantially affects 

the environment. In more detail, Khan et al. (2024) confirmed that the construction 

industry is considered one of the key generators of environmental pollution (including 

air, water, noise, and waste pollution) and emissions of hazardous gases, in addition to 

consuming substantial amounts of natural resources and energy. In this regard, Yusof et 

al. (2015) and Duong et al. (2021) reported that the construction sector consumes 40% of 



2 
 

global energy and utilizes more than 50% of extracted raw materials. Accordingly, these 

detrimental ecological effects of construction activities have raised awareness regarding 

the ability of the sustainability concept to address environmental challenges.  

Consequently, Aghimien et al. (2018) defined sustainability as the balanced use of natural 

resources to preserve the ability of next generations to fulfill their demands. Regarding 

the construction industry, the concept of sustainability has emerged as one of the key 

performance-related issues in this industry and is referred to as sustainable construction 

(Pero et al., 2017). Therefore, Bohari et al. (2016) pointed out that sustainable 

construction relates to the attainment of sustainable development within the built 

environment and is responsible for reducing the ecological footprint of the building 

throughout its lifespan while ensuring a comfortable and safe life for its inhabitants. In 

sum, construction firms nowadays seek to take sustainability into account in order to 

enhance their performance and move from traditional performance to sustainable 

performance. In this regard, Aghimien et al. (2018) mentioned that sustainable 

performance includes three pillars: social performance, environmental performance, and 

economic performance. 

Generally, improving sustainable performance requires construction firms to investigate 

and explore green initiatives that can be embedded within their activities and processes. 

Accordingly, Shamsuzzoha et al. (2022) mentioned that green innovation (GI) is among 

the most significant green initiatives to achieve sustainable performance, and they defined 

GI as an environmental strategic tool that involves applying eco-friendly practices within 

the firm's operations to reduce pollution and use resources efficiently. Undoubtedly, the 

adoption of GI practices has remarkable results on the firm's sustainability. In the context 

of supporting this notion, Xie et al. (2019) found in a study conducted on 209 Chinese 

manufacturing firms that green process innovation positively impacts the firm's 

sustainable performance. Similarly, Alsharif and Tong (2019) revealed that green product 

innovation in the construction sector focuses mainly on waste minimization, energy 

saving, and pollution control, which leads to improved environmental performance.  

Accordingly, insights from existing literature suggest that there is a clear correlation 

between GI and sustainable performance. In the construction industry context, Duong et 

al. (2021) affirmed that while the adoption of GI has the potential to improve product 

differentiation and draw in new clients, construction firms are still reluctant to adopt GI 



3 
 

practices because of funding constraints. Therefore, the study investigated the effect of 

adopting GI practices on sustainable performance within the Palestinian construction 

industry.  

On the other hand, previous studies proposed another emerging green strategy that has 

gained much attention recently, called green organizational culture (GOC), which is 

described by Roscoe et al. (2019) as the principles and values that guide various practices 

in the firm toward environmental preservation. In this regard, several studies have been 

carried out to explore the correlation between GOC and GI. For instance, Imran et al. 

(2021) stated that the successful application of GI practices is ensured by the existence of 

GOC, as it affects both the firm and its employees. In addition, Imran and Jingzu (2022) 

supported the relationship between GOC and GI and mentioned that firms should 

disseminate their green beliefs and ideas in advance among all their members if they want 

to adopt GI within their operations. Drawing on the previous discussion, it is clear that 

GOC facilitates the adoption of GI practices.  

Furthermore, other researchers have taken interest in the effect of GOC on sustainable 

performance. In this regard, Küçükoğlu and Pınar (2018) pointed out that GOC creates 

an environment that promotes valuable sustainable outcomes within the firm; hence, GOC 

has a positive impact on sustainable performance. Additionally, Xiaoyi et al. (2023) found 

that GOC is positively correlated with business sustainability and showed that GI 

mediates the relationship between GOC and business sustainability in the Chinese 

manufacturing industry. Thus, GOC is one of the key drivers in enhancing a firm's 

sustainable performance. Regarding the role of GOC between GI and sustainable 

performance, Li et al. (2023) mentioned that employees' green behavior enhances the 

implementation of green product innovation practices, which subsequently leads to 

achieving sustainable performance for firms. Another study by Sangkala et al. (2023) 

revealed that green culture strengthens and improves the relationship between GI 

behavior and green environmental effects.  

In light of the above discussion, it is clear that the green culture is responsible for building 

GI practices within the firm; thus, GI is driven by GOC. On the other hand, GOC is a key 

factor in attaining the firm's sustainable performance. Since GOC associates with both GI 

and sustainable performance, it is logical to argue that GOC moderates the relationship 



4 
 

between GI and sustainable performance. In short, GOC enhances the firm's sustainable 

performance through the synergy of adopting GI practices. 

Drawing on relevant literature, many studies have been conducted about GI, GOC, and 

sustainability in several sectors, but there is a lack of studies on these variables in the 

construction sector. In addition, no study has examined the moderator role of GOC in the 

relationship between GI and sustainable performance in the construction industry. 

Therefore, this study contributes to bridging the aforementioned gaps by investigating the 

relationship between GI adoption and sustainable performance, as well as the moderating 

effect of GOC on this relationship within the Palestinian construction industry. 

1.2.1 Problem Statement and Research Questions 

Despite the importance of all sectors, Aigbavboa et al. (2017) asserted that the attainment 

of sustainability is mostly driven by the construction industry due to its significant effect 

on the surrounding environment. Indeed, the construction industry is responsible for 

many ecological issues, such as resource depletion, global warming, the production of 

massive amounts of waste, and air and water pollution (Mavi et al., 2021). In Palestine, 

the amount of waste resulting from the construction process, specifically buildings, is 

estimated at 17 to 81 kg per square meter of building floor (Hammad et al., 2021). Hence, 

these adverse ecological effects of such an industry can be rectified through the adoption 

of green strategic methods such as GI, resulting in enhanced sustainable performance. 

In Palestine, the situation of the construction industry is even more complicated due to 

the Israeli government's control over a large percentage of natural resources, including 

water and energy (Sadeh, 2025). This reality may reduce interest in the green approach 

and increase the operating cost of buildings. Thus, the stakeholders and policymakers 

within the construction industry should make concerted efforts toward fostering green 

behaviors and adopting GI practices, leading to reducing unnecessary costs and enhancing 

the economic performance. 

In this regard, Tajuddin et al. (2015) confirmed the presence of knowledge gaps related 

to the innovation topic in the construction sector. Besides that, the Palestinian 

construction sector suffers from a lack of studies related to the mechanism of adopting GI 

practices as well as its impact on sustainable performance. Therefore, there is an urgent 

need to investigate the relationship between the adoption of GI practices and sustainable 



5 
 

performance in such a dominant sector, in addition to studying the impact of other 

variables in strengthening this relationship. Generally, GOC has the potential to create 

new solutions and approaches for handling performance issues. In supporting this notion, 

several studies have stated that GOC is a pre-requisite for the adoption of GI and 

achieving sustainable performance (Imran et al., 2021; Judi et al., 2022). Notably, no 

study in the Palestinian construction industry addressed the GOC as a moderator variable 

in the correlation between the adoption of GI practices and sustainable performance. 

Accordingly, the research was designed to address the following questions: 

 RQ1: What is the level of adopting GI practices and GOC in the Palestinian 

construction industry? 

 RQ2: What is the impact of GI adoption on sustainable performance in the Palestinian 

construction industry? 

 RQ3: What is the impact of GOC on GI adoption in the Palestinian construction 

industry? 

 RQ4: What is the impact of GOC on sustainable performance in the Palestinian 

construction industry? 

 RQ5: Does GOC moderate the relationship between GI adoption and sustainable 

performance in the Palestinian construction industry?  

1.2.2 The Significance of Research 

The variables addressed in this research give the study a distinctive position in the heart 

of the existing literature, as they are among the popular topics that have received the 

attention of most researchers recently. This study has significant contributions in both 

theoretical and practical aspects. Regarding the theoretical aspect, this study developed a 

conceptual framework that encompasses three variables: adoption of GI practices, 

sustainable performance, and GOC. In more detail, the study examines the impact of GI 

adoption on overall sustainable performance, including all its dimensions: social, 

environmental, and economic, since, based on insights from relevant literature, it is 

anticipated that the adoption of GI is the driving force for improving sustainable 

performance. In addition, the study is distinguished from other studies by adding GOC as 

a moderator between GI adoption and sustainable performance, since, to our knowledge, 

this relationship has not been studied previously in this manner in the Palestinian 

construction industry. Moreover, the results of the study revealed the level of adopting 



6 
 

GI practices and GOC in the Palestinian construction industry. Based on prior discussion, 

this study theoretically contributes to bridging the gap related to the topics of GI and GOC 

in the construction sector. From a practical aspect, the study findings serve as an incentive 

for construction firms to integrate GI practices within their operations, as relevant 

literature has confirmed that construction firms have a misunderstanding regarding GI 

adoption, leading to high resistance to green change. Furthermore, it provides a roadmap 

for construction firms and facilitates the decision-making process about converting 

traditional construction practices into green ones through the adoption of innovative green 

technologies. Consequently, adopting GI practices opens the door to better green 

investments. 

1.2.3 The Objectives of Research 

This research primarily aims to fill the significant knowledge gap in the relevant literature 

regarding the moderating role of GOC in the relationship between the adoption of GI 

practices and sustainable performance in the Palestinian construction industry. 

Accordingly, the research objectives can be summarized as follows: 

 To examine the level of adopting GI practices and GOC in the Palestinian construction 

industry. 

 To assess the relationship between GI adoption and sustainable performance in the 

Palestinian construction industry. 

 To determine the relationship between GOC and GI adoption in the Palestinian 

construction industry. 

 To determine the relationship between GOC and sustainable performance in the 

Palestinian construction industry. 

 To investigate if the GOC moderates the relationship between GI adoption and 

sustainable performance in the Palestinian construction industry. 

1.2.4 The Research Hypotheses 

The following hypotheses are derived from the proposed study model and were explained 

in depth in the subsequent sections: 

H1: The adoption of GI practices has a positive impact on sustainable performance in the 

Palestinian construction industry. 



7 
 

H2: The GOC has a positive impact on the adoption of GI practices in the Palestinian 

construction industry.  

H3: The GOC has a positive impact on sustainable performance in the Palestinian 

construction industry.  

H4: The GOC moderates the relationship between the adoption of GI practices and 

sustainable performance in the Palestinian construction industry. 

1.2.5 The Structure of the Thesis 

This thesis consists of four chapters: Chapter One offers a general background about the 

research, including the research problem statement, research questions, significance, 

objectives, and hypotheses. Moreover, this chapter presents a comprehensive literature 

review of the variables addressed and the expected relationships between them; in 

addition, it concludes by displaying the adopted conceptual model, including the 

proposed hypotheses. Chapter Two describes the methodology followed, including the 

research approach, sampling plan, measurement development, questionnaire design, and 

data analysis techniques. Chapter Three displays the descriptive statistics of the 

questionnaire responses and the analysis results of the gathered data in addition to testing 

the proposed hypotheses. Finally, Chapter Four discusses the results along with their 

implications, in addition to providing conclusions, recommendations, study limitations, 

and anticipated future research directions.  

1.3 Green Innovation Concept  

Generally, innovation is considered an essential component for firms to successfully 

compete in an unstable environment and gain a competitive advantage (Shamsuzzoha et 

al., 2022). According to Duong et al. (2021), innovation is related to change and can be 

described as developing a new or enhanced process or product that is significantly 

different from the prior one. In this regard, it is imperative to differentiate between two 

primary types of innovation based on the degree of novelty: incremental and radical 

innovation. The first means improving an existing process or product through minor 

changes, whereas the latter refers to generating an entirely new concept (Xue et al., 2014). 

Additionally, Alkahtani and Nordin (2020) mentioned that one of the basic concepts 

associated with the innovation process is innovativeness, which is considered an 

organizational competence responsible for enhancing a firm's innovation performance. 

Thereby, innovation is the outcome of organizational innovativeness.  



8 
 

According to Judi et al. (2022), globalization and social media's development have raised 

public awareness of firms' environmental responsibilities. As a result, firms are now 

seeking to alter their behavior toward a greener approach. In this regard, the "green 

approach" has captured the attention of the majority of scholars, and most topics have 

been linked to this approach to tackling environmental issues (Marcelline et al., 2022). 

Indeed, one of the most famous green topics is GI, as most firms seek to adopt it in 

response to increasing pressures regarding environmental protection from stakeholders, 

customers, regulations, and environmentalists (H. Wang et al., 2021).  

In the literature, GI is described using different terms, including environmental 

innovation and eco-innovation (Tang et al., 2018). According to Sezen and Çankaya 

(2013), GI is "the production, assimilation, or exploitation of a product, production 

process, services, management or business method that is novel to the organization 

(developing or adopting it) and which results, throughout its life-cycle lead, in a reduction 

of environmental risk, pollution and other negative impacts of resources use (including 

energy) as compared to relevant alternatives” (p. 156).  

Moreover, Marcelline et al. (2022) asserted that GI refers to carrying out conventional 

activities using new methods that minimize detrimental effects on the environment and 

humans. Another study by Halicioglu (2020) defined eco-innovation as a type of 

innovation that aims to attain remarkable progress toward sustainable development by 

utilizing natural resources in an effective manner. In the same context, Marcelline et al. 

(2022) mentioned that GI may be proactive or responsive, where proactive GI is a tool 

for achieving organizational goals, including long-term profitability and cost-efficiency, 

through developing green technology to engage in eco-friendly activities. In contrast, 

responsive GI is a new feature added to a product or process to address a specific 

environmental issue. 

According to Tang et al. (2018), GI is mainly divided into two categories: green product 

innovation and green process innovation, whereas other researchers divided GI into four 

categories: green process innovation, green product innovation, green marketing 

innovation, and green organizational innovation (García-Granero et al., 2020). In this 

regard, Hashim (2018) summarized the overall components of GI into seven key 

categories: product, resources, operation, technology, equipment, waste, and pollution. 



9 
 

The majority of innovation studies highlighted the significant impacts of adopting GI. For 

instance, H. Wang et al. (2021) confirmed that GI is a strategic tool to help businesses 

achieve sustainable performance as it relies on recycling, effective use of resources, and 

pollution prevention. Additionally, Burki and Dahlstrom (2017) mentioned that GI 

enables firms to raise their market share, enhance their competitive position, and 

eliminate imitation opportunities. Consequently, GI emerged to safeguard future 

communities and generations from the harmful effects of our daily practices.  

Based on GI literature, it was observed that most studies have given a higher priority and 

attention to material-based industries, while very few studies have focused on the 

construction industry (Hazarika & Zhang, 2019). Therefore, this lack of studies may 

result in the failure of construction firms to embrace GI practices due to their 

misunderstanding of the GI concept (Isa et al., 2019). Thus, this study focuses on 

explaining the adoption of GI practices in the construction industry alone, in addition to 

interpreting the term GI in depth within the construction context. 

1.4 Adoption of Green Innovation in the Construction Industry 

The construction industry is facing huge pressure from all stakeholders to become green; 

thereby, GI is considered an optimal paradigm to move from resource-intensive 

traditional construction practices to green practices (Hashim, 2018). In fact, GI in the 

construction industry has distinctive features since, unlike other industries, it can be 

developed at the firm level, which refers to building eco-friendly organizational policies 

and procedures, in addition to the project level, which refers to using innovative green 

products and methods during the construction process (Xue et al., 2014). Undoubtedly, if 

the innovation is not adopted within the firm, it cannot be leveraged at the project level, 

i.e., GI starts first at the firm level.  

According to Hazarika and Zhang (2019), GI in the construction industry refers to finding 

new or improved methods to attain greater functionality using fewer resources, new 

technology designs, and systematic adjustments in the construction processes and 

management. Another study by Miozzo and Dewick (2004) described GI in the 

construction industry as changes related to decreasing the energy needs of buildings, or, 

in other words, minimizing the ecological effect of structures and buildings. Additionally, 

Bohari et al. (2016) mentioned some green strategies used to minimize adverse effects on 

the environment during the construction process, such as improving process efficiency, 



10 
 

saving natural resources, and reducing the quantity of waste and emissions generated. 

Thus, if the construction firm uses nontoxic and recyclable materials as well as renewable 

energy resources, it is likely that there won't be any ecological effects from the 

construction process.  

Obviously, the construction industry is among the main contributors to ecological 

impacts; hence, the adoption of GI in this industry is considered a pivotal matter. In this 

regard, Shamsuzzoha et al. (2022) defined the adoption of GI as the full use of new or 

enhanced green practices and technologies as the best available course of action to 

contribute to sustainability. Moreover, Hazarika and Zhang (2019) asserted that the 

adoption of GI depends mainly on the characteristics of both the firm and the environment 

where it operates, in addition to the characteristics of the innovation itself. 

It's worth mentioning that the adoption of GI in the construction industry has significant 

impacts at different levels. At the industry level, GI can contribute to industry 

modernization and development (Isa et al., 2019). While at the firm level, Xue et al. 

(2014) asserted that GI can improve firm image, support decision-making, and increase 

market share and customer satisfaction. For the project level, Isa and Abidin (2021) 

indicated that GI can shorten project duration and save costs by simplifying construction 

activities and increasing productivity. Thereby, adopting GI in the construction firms is 

inevitable for fostering reputation, competitive advantage, quality of life, and 

environmental performance. 

Nevertheless, Alsharif and Tong (2019) revealed that the construction industry faces 

some challenges related to adopting GI, such as a lack of green construction materials and 

equipment, insufficient funds, ineffective project management, insufficient expertise, and 

absence of eco-friendly regulations. Despite these challenges, some construction firms 

have achieved remarkable success in adopting GI. Indeed, Halicioglu (2020) addressed a 

case study of three construction firms and summarized the factors affecting their success 

in adopting GI as follows: collaboration with R&D universities, support for new ideas 

and knowledge sharing, involvement of stakeholders in the GI process, and focus on 

reducing ecological impacts through adherence to ecological regulations.  

Furthermore, Isa et al. (2019) mentioned that most construction firms look at adopting GI 

as a burden. Besides that, Alsharif and Tong (2019) pointed out that the construction 



11 
 

industry is one of the most change-resistant sectors that fails to adopt GI compared to 

other industries. On the contrary, Tajuddin et al. (2015) asserted that the opinions of 

previous researchers are inconclusive and necessitate further investigation, since, 

according to Isa and Abidin (2021), low adoption levels of GI in the construction industry 

could pose a threat to the industry's sustainability in the long run. Based on the previous 

debate, this study was carried out to examine how adopting GI affects the sustainable 

performance of construction firms, which may convince firms to invest in GI and thus 

reap its potential benefits.  

1.4.1 Green Innovation Practices 

Generally, GI practices refer to a set of innovative actions and initiatives implemented by 

the firm to reduce its ecological footprint (Shamsuzzoha et al., 2022). In the construction 

industry context, GI practices require those engaged in construction activities to raise 

their commitment in order to minimize the ecological impacts of their operations 

(Hashim, 2018). Accordingly, Isa et al. (2019) asserted that integrating GI practices 

within construction firms ensures the successful execution of the construction project. 

Hence, construction firms should strive to integrate GI practices into their business 

strategy and equip themselves with the required knowledge to increase their innovation 

capability.  

However, the study by Isa and Abidin (2021) suggested that GI practices vary among 

different industries due to differences in job activities and business outcomes. In this 

regard, researchers suggested different classifications for GI practices in the construction 

industry. For instance, Hashim (2018) classified GI practices into technical innovation, 

process innovation, and administrative innovation. On the other hand, Xue et al. (2014) 

and Hazarika and Zhang (2019) divided these practices into two main components, i.e., 

management innovation and technological innovation. Furthermore, Tajuddin et al. 

(2015) proposed that innovation in the construction context consists of three parts: 

innovation in equipment, materials, and techniques; management innovation; and 

information technology innovation, where the first part was referred to as technical 

innovation, taking the form of either process or product innovation. 

In the context of this study, GI practices were divided into three primary categories: 

product innovation, process innovation, and organizational innovation (Isa & Abidin, 

2021; Halicioglu, 2020). The study by Tajuddin et al. (2015) acknowledged that GI 



12 
 

practices enable construction firms to grow sustainably, survive over the long run, and 

strengthen their market position. Accordingly, it is critical for construction firms to 

understand the nature of these practices, as this enhances the firm's ability to successfully 

adopt GI practices and thus gain superior opportunities for growth and sustainability. 

Drawing on past literature, it is worth mentioning that the majority of construction firms 

are still incapable of incorporating the appropriate GI practices into their business plans 

and operations because of misunderstanding the form of these practices (Isa et al., 2019; 

Duong et al., 2021). To address the aforementioned research gap, each practice was 

explained in detail within the construction context to facilitate the transition from 

traditional construction practices into eco-friendly practices, which in turn achieve better 

environmental performance. 

1.4.2 Green Product Innovation 

In order to achieve a successful GI in the product, it is essential to understand the 

dimensions of the product term within the construction context. Accordingly, Bamgbade 

et al. (2017) emphasized that the product term refers to construction products, materials, 

and components, which are utilized during the construction process and obtained from 

suppliers. Therefore, Miozzo and Dewick (2004) indicated that product suppliers or 

producers could serve as a source of key innovations within the construction industry. 

In this study, green product innovation relates to adopting new or improved products, 

materials, and technological components with the aim of minimizing ecological impacts 

during their life cycle (Miozzo & Dewick, 2004). Thus, from the construction industry 

perspective, the environmental impact of eco-innovative construction products results 

mainly from their use throughout the entire building life cycle and their disposal rather 

than during their manufacturing process.  

According to Isa and Abidin (2021), green product innovation in the construction industry 

is divided into three major components. Firstly, product management refers to providing 

guidelines and plans for product and material storage in order to minimize unforeseen 

waste, as well as preserving positive relationships with regional suppliers that minimize 

transportation-related pollution (Miozzo & Dewick, 2004). Secondly, product adoption 

relates to the ability of construction firms to adopt innovative green materials and 

products early, which in turn reduces energy consumption throughout the transportation 



13 
 

and installation of products on site (Bamgbade et al., 2017). The last component is green 

procurement, which involves purchasing and using recycled and renewable construction 

products and materials, as well as selecting suppliers who adopt 3R strategies in 

developing products (Marcelline et al., 2022).  

As found by Bamigboye et al. (2019), the cost of construction materials could account 

for 40% of the total project cost; therefore, the adoption of innovative green construction 

products and materials is indispensable for saving costs. Moreover, Halicioglu (2020) 

mentioned that innovative products should be durable, reliable, high-quality, energy-

efficient, eco-friendly, cost-saving, and have low carbon emissions during the building 

life cycle. Several studies proposed different types of eco-innovative construction 

materials, such as precast concrete, green concrete, recycled steel, solar panels, green 

roofs, energy-efficient windows, and low-emissivity glass (Bamigboye et al., 2019). 

Accordingly, construction firms that acquire and utilize new green products and materials 

can stand out in the market, gain a competitive edge, enhance life quality for end users, 

and contribute greatly to sustainability.  

1.4.3 Green Process Innovation 

In general, green process innovation refers to the application of new or improved 

production processes to minimize environmental consequences (Tang et al., 2018). 

Whereas in the construction industry, green process innovation is defined as improving 

the current construction processes or creating new technologies that, either completely or 

partially, change how buildings are built while having the fewest negative effects on the 

environment (Miozzo & Dewick, 2004). 

In this regard, Isa and Abidin (2021) divided green process innovation to be consistent 

with the nature of the construction industry into two components. The first component is 

green technology, which includes keeping up with the latest technological advancements 

to be embedded into construction processes, like Building Information Modeling (BIM), 

3D printing, and low-emission equipment, resulting in the protection of natural resources 

including land, water, and energy (Alkahtani & Nordin, 2020). The second component is 

green operations, which relates to the establishment of site plans for waste management, 

pollution prevention, and noise control, as well as constantly improving these plans at the 

firm and project levels to preserve the natural environment throughout the duration of the 

services provided (Bamgbade et al., 2017). 



14 
 

In light of the extreme progress of artificial intelligence (AI) technologies, it is impressive 

to employ them in construction processes. For instance, AI-driven robots can be used for 

performing repetitive tasks such as welding, whereas AI-driven cameras can be used for 

monitoring construction sites to detect safety infractions and promptly notify managers. 

Additionally, AI-enabled drones can perform site surveys and track the progress of 

construction work remotely instead of manual inspections (Regona et al., 2022). In sum, 

adopting modern construction methods can improve the efficiency of construction 

processes, reduce costs and time, and achieve environmental sustainability. 

1.4.4 Green Organizational Innovation 

The study by García-Granero et al. (2020) defined green organizational innovation as 

upgrading and reorganizing a firm's policies, procedures, structures, and systems to 

address environmental needs. It is worth noting that implementing innovation at the 

organizational level is as important as other types of innovation. In supporting this notion, 

many scholars have acknowledged that green organizational innovation facilitates the 

development and implementation of green product and process innovations (García-

Granero et al., 2020). Indeed, integrating green organizational innovation ensures that the 

firm's decisions are consistent with green orientation, whether in selecting products, 

processes, suppliers, or other resources. 

Drawing on relevant literature, green organizational innovation can be divided into three 

main components: firm policy, supply chain collaboration, and human resources (Isa & 

Abidin, 2021). With respect to firm policy, it involves providing written environmental 

documents in the form of policies, procedures, and mission and vision statements, in 

addition to performing an environmental audit at both project and firm levels to ensure 

compliance with ecological regulations (Hashim, 2018). Regarding supply chain 

collaboration, construction firms should maintain good relationships and exchange 

knowledge with suppliers to stay up to date on the newest green processes and products, 

thus improving the firms' operational activities to be innovative and eco-friendly (Duong 

et al., 2021). In terms of human resources, firms should continue to offer green education 

and training to their employees to enrich their environmental knowledge and also 

motivate them with incentives based on their environmental initiatives (Bamgbade et al., 

2017). In sum, green organizational innovation is crucial to the success of businesses; 



15 
 

therefore, construction firms should implement an environmental management system in 

order to demonstrate their commitment to environmental conservation. 

1.5 Sustainable Performance 

The term sustainability gained more popularity after the publication of the Brundtland 

Report by the World Commission on Environment and Development (WCED) in 1987. 

Based on this report, sustainability can be defined as the capacity to satisfy current needs 

without jeopardizing the ability of coming generations to satisfy their own (Brundtland, 

1987). Hence, sustainability seeks to provide a healthy, reliable, and high-quality life for 

the present and coming generations. According to Piwowar-Sulej (2020), sustainability 

has evolved to include three pillars: social, economic, and environmental, called the 

"triple bottom line" (TBL). The WCED asserted that these three pillars should be adopted 

simultaneously, as losing one will probably result in losing another (Brundtland, 1987). 

Thus, these pillars should be viewed as integral parts of a whole to assure long-term 

sustainability. 

One of the industries that causes the most damage to the environment is the construction 

industry (Pero et al., 2017). Indeed, the World Green Building Council recognized that 

the construction industry accounts for around 40% of total global carbon emissions, as 

well as 25% of global solid waste (World Green Building Council [WGBC], 2023). 

Therefore, the sustainability concept must be integrated within the construction industry 

in order to address and mitigate its ecologically harmful impacts.  

Consequently, the phrase "sustainable construction" was first proposed in 1994 to 

characterize the construction industry's responsibility in achieving overall sustainability 

(Aigbavboa et al., 2017). In this regard, Pero et al. (2017) asserted that various definitions 

of the concept of sustainable construction have been put forward in the literature, where 

it was defined as one aspect of corporate social responsibility that construction firms 

should incorporate into their operations. In addition, Aghimien et al. (2018) described 

sustainable construction as a holistic process aimed at restoring and maintaining balance 

between built and natural environments, as well as establishing settlements that foster 

economic fairness and support human dignity.  

Generally, Afzal and Lim (2022) indicated that the term sustainable performance is 

widely used to measure a firm's integration of sustainability principles within its 



16 
 

operations. Accordingly, the sustainability concept in construction firms can be achieved 

by paying attention to economic, environmental, and social performance at the firm and 

project levels (Mavi et al., 2021). For environmental performance, it pertains to how a 

firm's activities impact the natural environment (Sezen & Çankaya, 2013). According to 

Pero et al. (2017), the environmental performance of construction firms encompasses 

several aspects, such as avoiding overuse of finite resources, reducing waste, recycling, 

and conservation of energy and water. In addition, Yılmaz and Bakış (2015) added other 

environmental aspects, including reducing the usage of harmful materials and decreasing 

the frequency of environmental accidents. Therefore, firms' compliance with these 

aspects enhances their environmental performance and minimizes damage to the 

environment. 

In terms of social performance, it generally relates to the workforce and the firm's 

standing as perceived by the local community (Piwowar-Sulej, 2020). Thus, social 

performance can be achieved by protecting the right to life for future generations, 

distributing opportunities fairly, reducing poverty, and providing social services (Judi et 

al., 2022). Also, a socially sustainable construction firm should interact with related 

stakeholders, invest in its human resources by educating and training employees, and 

increase labor opportunities (Mavi et al., 2021). Regarding economic performance, it 

reflects the firm's effect on the economic status of stakeholders (Sezen & Çankaya, 2013). 

As mentioned by Afzal and Lim (2022), economic performance requires construction 

firms to reduce costs, increase profits, enhance productivity, and boost market share while 

maintaining efficient utilization of resources. Hence, Sezen and Çankaya (2013) 

emphasized that focusing only on economic performance will not ensure prolonged 

survival; instead, the firm should include the three pillars of sustainability in its strategic 

plan. 

1.6 Green Organizational Culture 

Many researchers have emphasized that GOC is an emerging new research field, and as 

a result, its definition is still somewhat ambiguous (Imran & Jingzu, 2022). Therefore, 

Imran et al. (2021) confirmed that the definition of GOC can be inferred from the previous 

definitions of organizational culture (OC). As mentioned by Aggarwal and Agarwala 

(2023), OC is the values, assumptions, and attitudes that govern an organization's conduct 

in several contexts. Accordingly, GOC was described as an ecological philosophy 



17 
 

consisting of a set of principles, values, and beliefs that direct the behavior of the 

organization and its employees toward protecting the natural environment (García-

Machado & Martínez-Ávila, 2019). Hence, it can be concluded that incorporating the 

green approach within the organization is the tool for enhancing OC.  

Based on past literature, various terms are used interchangeably to describe GOC, such 

as sustainability culture, eco-friendly culture, and pro-environmental culture (Imran & 

Jingzu, 2022). It is worth mentioning that GOC has the ability to guide the firm toward 

more sustainable performance, in addition to increasing profits as a result of its impact on 

sales and market behavior (Selfiani & Yunita, 2022). Additionally, Aggarwal and 

Agarwala (2023) pointed out that GOC provides the firm with a competitive edge as it is 

considered an intangible asset that cannot be imitated by rivals. Indeed, the GOC concept 

permits the firm to employ new advanced approaches instead of conventional ones, which 

leads to attracting more customers and increasing market share.  

Previous studies suggested different models for GOC. For instance, Aggarwal and 

Agarwala (2021) proposed that GOC comprises three dimensions, namely, diffusion, 

depth, and degree. Whereas Fang et al. (2022) identified four dimensions for GOC: peer 

involvement, message credibility, employee empowerment, and leadership emphasis. On 

the other hand, Yang et al. (2017) mentioned another culture model called the "Denison 

Model", which states that OC can be measured using four cultural traits in terms of 

mission, adaptability, involvement, and consistency. In this regard, the study by García-

Machado and Martínez-Ávila (2019) confirmed that the Denison model can be adapted 

for GOC as follows: green involvement culture, green consistency culture, green 

adaptability culture, and green mission culture. In this study, the Denison culture model 

was used to measure GOC since, to our knowledge, it has not been addressed previously 

in the context of the construction industry. 

In more detail, the indicators of the Denison culture model can be summarized as follows: 

 Green involvement culture: it refers to the participation of employees in achieving the 

firm's environmental responsibilities, in addition to making decisions based on 

environmental protection. Furthermore, this culture requires the firm to train its 

employees on environmental care in order to boost green living (García-Machado & 

Martínez-Ávila, 2019). In light of the construction industry, project managers and 



18 
 

supervisors must be well trained and equipped with the required knowledge to use 

advanced technologies, such as AI-driven drones. 

 Green consistency culture: it focuses on stability and adherence to established 

principles within the firm regarding individuals' behavior toward environmental care. 

In other words, this culture refers to the agreement and consensus of all firm members 

to comply with established environmental policy (S. Wang et al., 2022). Thus, this 

culture requires construction firms to take established environmental policy into 

consideration at the firm and project levels when carrying out construction works and 

activities.  

 Green adaptability culture: it includes the firm's ability to adapt to various changes 

and new information in order to protect the natural environment and enhance current 

environmental policies, as well as listening to customer opinions that may require 

organizational changes (Yang et al., 2017). Therefore, an adaptable construction firm 

constantly modifies its structure and technology by monitoring and incorporating the 

newest eco-friendly technologies into its operations.    

 Green mission culture: it indicates that the firm's mission statement should embrace 

the green approach and environmental protection when conducting business. Thereby, 

firms should have a well-defined mission statement that prioritizes valuable 

environmental outcomes and considers environmental preservation a central 

corporate value (Aggarwal & Agarwala, 2023). Thus, construction firms should 

develop a green-based mission statement to achieve long-term success.  

According to Imran et al. (2021), if the firm establishes a GOC based on a win-win 

strategy including all its members, then its environmental performance is predicted to 

improve remarkably. Despite the importance of GOC, Aggarwal and Agarwala (2021) 

asserted that the field of GOC research is still in its early stages, with only a few studies 

having been conducted. Similarly, Fang et al. (2022) confirmed the need for further 

research in this significant field. Accordingly, this study is considered one of the first 

studies to address the GOC concept within the context of the construction industry. 

 

 



19 
 

1.7 Adoption of GI practices and Sustainable Performance 

The study by Shamsuzzoha et al. (2022) acknowledged that GI is a key determinant in 

the attainment of sustainable development. Accordingly, Halicioglu (2020) found in a 

study within the Malaysian construction industry that GI positively affects sustainable 

construction, where any type of innovation should improve sustainable performance in 

all its three dimensions, i.e., economic, social, and environmental. In the same context, 

the study by Alkahtani and Nordin (2020), including a sample of 364 construction 

companies, revealed that firms with GI capability can readily implement sustainability-

oriented solutions, such as green buildings, and thus attain a better sustainable future. 

Based on insights from relevant literature, the role of GI practices in accomplishing 

sustainability goals in the construction industry is inevitable and cannot be ignored. 

Furthermore, Li et al. (2023) found that the GI strategy is positively contributing to 

fostering sustainable performance and gaining a competitive advantage. In this regard, H. 

Wang et al. (2021) demonstrated in the Pakistan manufacturing sector that the practices 

of GI have a positive impact on firms' ecological performance. Besides that, the study by 

Marcelline et al. (2022) pointed out that adopting GI of technology enables firms to 

promote their sustainable economic and environmental performance. Moreover, Tang et 

al. (2018) found that green product and process innovation minimizes a firm's negative 

ecological footprint and enhances its social and economic sustainability. In sum, the 

adoption of GI should be perceived as an established proactive policy, not as a reactive 

response due to the emergence of problems.  

In addition, Hazarika and Zhang (2019) affirmed that firms adopting GI practices have 

the potential to achieve higher profits and also concluded that GI practices positively 

influence economic performance. In contrast, few studies have claimed that GI negatively 

influences firm performance; for instance, Tang et al. (2018) indicated that GI is 

correlated with poor financial performance as it leads to increased costs, and Alsharif and 

Tong (2019) discussed that the construction industry encounters challenges in achieving 

economic prosperity through innovative practices as a result of cost issues and time-

intensive projects. Despite the fact that the GI concept has conventionally been associated 

with economic issues, social and environmental forces have promoted the rethinking of 

GI within the framework of sustainability. 



20 
 

Based on previous literature, this study supports the idea that GI is a valuable 

organizational asset that firms leverage to enhance their performance and gain the 

confidence of critical stakeholders. Therefore, it is crucial to study the relationship 

between GI and sustainable performance within the construction sector in developing 

countries in order to encourage construction firms to adopt GI practices and thus foster 

the country's economic growth. To our knowledge, no study in Palestine has explored the 

correlation between the adoption of GI and sustainable performance in the construction 

industry. As a result, the following hypothesis is suggested:  

H1: The adoption of GI practices has a positive impact on sustainable performance in 

the Palestinian construction industry. 

1.8 Green Organizational Culture as a Moderator 

It is clear that awareness of the ecological impacts of daily activities and the adoption of 

green practices have gained significant attention in recent times as a result of increasing 

environmental problems (García-Machado & Martínez-Ávila, 2019). Accordingly, recent 

studies propounded two main concepts related to environmental care: GOC as a guideline 

to govern employee behavior toward the environment and GI as a form of green practices. 

In this regard, the majority of research has demonstrated that GOC can impact GI. For 

instance, Şengüllendi et al. (2024) confirmed that the adoption of GI requires the 

environmental culture to be dominant throughout the firm; hence, GOC positively 

impacts GI.  

Additionally, the study performed by Qu et al. (2022) in the service sector indicated that 

GOC encourages firms to incorporate the green approach into their processes to produce 

innovative green products. Another study by Fang et al. (2022) pointed out that green 

involvement culture, as one of the GOC indicators, enhances the green behavior of 

employees, which in turn facilitates the adoption of GI practices within the firm. In this 

regard, Xiaoyi et al. (2023) conducted a study in the manufacturing sector with a sample 

of 399 managers, where it was revealed that the firm's integration of eco-friendly practices 

within its OC leads to motivating employees to come up with innovative green solutions. 

Furthermore, Xiaoyi et al. (2023) mentioned that GOC has a significant positive effect on 

green process, product, and organizational innovation. Indeed, GOC can push employees 

to accept GI as a central value of the firm and thus reduce the resistance to change 

resulting from adopting a new approach within the firm. 



21 
 

According to Şengüllendi et al. (2024), the success of adopting GI practices depends 

mainly on the establishment of GOC in advance, where C. H. Wang (2019) declared that 

a well-defined corporate culture is the driving force behind GI, leading to high levels of 

innovation within the firm. Similarly, García-Granero et al. (2020) added that there is a 

clear correlation between GOC and GI, and that this relationship has only been tested in 

high-tech and industrial sectors. Thus, it is interesting to study this relationship in other 

dominant sectors, such as construction, especially since there is a lack of studies 

examining the antecedent effect of GOC on GI in the Palestinian construction industry. 

Based on the above discussion, the following hypothesis is proposed: 

H2: The GOC has a positive impact on the adoption of GI practices in the Palestinian 

construction industry. 

Due to the significance of GOC, several studies have explored how GOC affects 

sustainable performance, especially environmental performance. Indeed, the study by 

Onputtha et al. (2023) in the automobile industry asserted that OC creates a climate that 

promotes sustainable outputs within the firm. In this regard, Fang et al. (2022) revealed 

that the environmental performance of the firm may improve as a result of its green 

culture. In more detail, S. Wang et al. (2022) affirmed that a culture of employee 

involvement and empowerment raises their ecological awareness, and as a consequence, 

they alter the procedures that consume excess raw materials, enhance projects to reduce 

waste, and establish recycling initiatives. Consequently, these outcomes of environmental 

awareness lead to improved environmental performance. 

Moreover, Selfiani and Yunita (2022) confirmed that GOC is a modern environmental 

ideology that leads to enhanced environmental and economic sustainability. Therefore,  

Küçükoğlu and Pınar (2018) suggested that there would be potential to attain higher 

performance if the firm integrated its adopted GOC within its functions and operations. 

The study by Fang et al. (2022) in the Malaysian manufacturing sector found that GOC 

can mediate the impact of green human resource management on environmental 

performance, which in turn emphasizes that GOC affects sustainable performance. In 

sum, it is undoubted that the improvement of firm performance is driven by GOC. 

It was noted that the majority of prior studies focused on environmental performance 

alone in terms of GOC impact. Therefore, this study examined the impact of GOC on all 

dimensions of sustainability (i.e., environmental, social, and economic performance), as 



22 
 

these metrics should be treated as one integrated part without neglecting any of them. 

Moreover, literature on the Palestinian construction industry has never explored the 

relationship between GOC and sustainable performance. Drawing on the prior review, it 

is obvious that there is a link between GOC and sustainable performance, so the following 

hypothesis is reached: 

H3: The GOC has a positive impact on sustainable performance in the Palestinian 

construction industry. 

Generally, Onputtha et al. (2023) revealed that the presence of GOC can affect GI, 

environmental performance, and competitive edge. Indeed, Şengüllendi et al. (2024) 

declared that GOC is considered the most preeminent green driver, as GI and green 

performance are being led by GOC. In this regard, C. H. Wang (2019) emphasized that 

firms with a well-structured GOC can improve their ability to adopt GI, thus increasing 

their green performance. Another study by Li et al. (2023) stated that corporate green 

responsibility motivates employees to adopt innovative behaviors and abilities that boost 

the firm's capacity for GI, thus attaining sustainable performance. Similarly, S. Wang et 

al. (2022) revealed that the green behavior of employees pushes the firm to adopt green 

product innovation, which results in sustainable performance. In light of the prior 

discussion, the literature clearly supports the notion that GOC plays a moderator role 

between GI adoption and sustainable performance. 

Several studies have addressed GOC as a moderator variable. For instance, the study by 

Sangkala et al. (2023) in the chemical industry discussed how green culture moderates 

the effect of green innovation behavior on green environmental effects.  Additionally, Qu 

et al. (2022) addressed the moderator role of GOC between green absorptive capacity and 

GI in a sample of Chinese restaurants and hotels. Similarly, Nassani et al. (2022) found 

in a study within the Pakistani energy industry that GOC has a significant and positive 

moderating effect between social networks and GI. Following a comprehensive search of 

existing literature, this study is considered the first to examine the moderator role of GOC 

in the relationship between the adoption of GI practices and sustainable performance in 

the Palestinian construction industry. Accordingly, the following hypothesis is suggested: 

H4: The GOC moderates the relationship between the adoption of GI practices and 

sustainable performance in the Palestinian construction industry. 



23 
 

1.9 Construction Industry in Palestine  

The construction industry is considered a key economic sector that comprises the whole 

construction process, from importing manufactured and raw construction materials and 

providing professional services, like design and project management, to executing actual 

physical work at construction sites. Obviously, this industry is highly correlated with 

other industries, particularly manufacturing that supplies construction materials and 

components like cement, reinforcement steel, electrical machinery, aluminum, glass, etc. 

Moreover, the construction industry is viewed as highly fragmented, involving four main 

types of construction: residential, commercial, industrial, and infrastructure construction 

(Gorbaneva et al., 2024). 

In Palestine, the construction industry is considered one of the most dynamic and 

influential industries due to its significant impact on the national economy. In supporting 

this notion, the annual statistical report issued by PCBS classified the construction 

industry among the most important economic activities, contributing 3.1% to the 

Palestinian GDP during 2024. Additionally, the percentage of the labor force in the 

Palestinian construction industry, especially in the West Bank, reached 11.8% in 2024 

(PCBS, 2024). Despite these positive indicators, Palestine is experiencing an 

environmental, economic, and humanitarian catastrophe due to the Israeli occupation, 

leading to a sharp decline in the added value of the majority of economic activities, with 

construction being the most affected. According to the report published by PCBS in 2024, 

the construction industry in the West Bank recorded the highest rate of decline at 38% 

(PCBS, 2024). 

In general, the construction industry is among those that have the greatest need for green 

practices due to its considerable adverse effects on the surrounding environment; 

however, in the Palestinian context, this need becomes even more urgent. Indeed, 

Hammad et al. (2021) pointed out that the amount of waste produced throughout the 

construction of buildings in Palestine ranges from 17 to 81 kg per square meter of building 

floor. Another study by Gorbaneva et al. (2024) performed a life cost analysis for 

buildings in Palestine, indicating that the amount of energy consumed during the 

construction phase equals 40 GJ/m2. In the same context, Gorbaneva et al. (2024) found 

that the construction phase accounts for 3.9 tons of greenhouse gas emissions per square 

meter of building floor as a result of increasing energy consumption.   



24 
 

In light of the foregoing, it can be said that greening the Palestinian construction industry 

is critical. This green transformation is not only essential for capturing the industry's 

valuable impacts on the Palestinian GDP and economic growth rate but also for avoiding 

its noticeable environmental effects. Nevertheless, Sadeh (2025) stated that the eco-

friendly practices in Palestine face ecological challenges that may hinder their 

implementation, such as climate change and restricted control over resources, which are 

made worse by the unstable political situation. More specifically, the adoption of green 

practices is still in the maturity phase in the Palestinian construction industry and has only 

been recently implemented in externally funded projects. Therefore, as far as we know, 

this is the first time that GI practices and green organizational culture have been studied 

within the construction industry in Palestine.  

1.10 Conceptualization of the Proposed Model   

The suggested conceptual model was developed in accordance with the literature review 

that has been presented earlier. As depicted in Figure 1, the model includes three main 

constructs: adoption of GI practices, sustainable performance, and GOC. Each construct 

was measured using specific dimensions, and every dimension has its own indicators. 

Moreover, the model shows the aforementioned hypotheses in order to examine the 

impact of the adopted constructs on one another.  

Figure 1 

Research Conceptual Model 

 



25 
 

Chapter Two 

Methodology 

2.1 Chapter Overview 

This chapter provides a comprehensive description of the methodology followed to 

complete this thesis. More specifically, the chapter explains the type and approach of 

research adopted in addition to the sampling plan, which involves the target population, 

sample size, and sampling method. Furthermore, it illustrates the design of the research 

instrument used for data collection as well as the techniques used for data analysis. 

2.2 Research Type 

Generally, Mishra and Alok (2017) defined research as a systematic approach involving 

gathering and analyzing data to better understand a particular phenomenon. In other 

words, research is an endeavor to find answers or solutions through applying scientific 

procedures. It is crucial to note that the research design is the core of the overall research 

process. In this regard, Olawale et al. (2023) described the research design as a logical 

plan that outlines the appropriate framework for addressing research questions, including 

the choice of techniques for data gathering and analysis. Similarly, Olawale et al. (2023) 

added that well-designed research ensures the credibility of study results and averts 

drawing insufficient conclusions. In sum, a proper research design contributes to 

increasing the study's overall value and producing maximal information; therefore, it is 

imperative to prepare such a design well.  

Most scholars agree on classifying research types according to the following criteria: 

study applications, objectives, and information needed (Taherdoost, 2022). According to 

the study objectives, Casula et al. (2021) revealed that one of the most common types of 

research is exploratory research since every research topic was previously "new" and has 

the potential for continuous "newness." Additionally, Casula et al. (2021) defined 

exploratory research as a type of research conducted to address problems or issues that 

have not been thoroughly investigated; in other words, it deals with relatively new 

subjects with few or no previous studies. Besides, Olawale et al. (2023) asserted that the 

exploratory research can be employed to identify the relationships between variables in 

the research model and can be both qualitative and quantitative.  



26 
 

Based on a thorough review of the existing literature on the Palestinian construction 

industry, there is a lack of studies that examine the issue of the moderating role of GOC 

between GI adoption and sustainable performance; hence, exploratory research is the 

most suitable type to be adopted. Indeed, the choice of this research type seems logical 

because the GOC topic is still in its early stages and requires further investigation. Also, 

the adoption of GI practices in the Palestinian construction industry has not been 

explored, although this topic is commonly mentioned among other sectors in the 

literature. 

2.3 Research Approach 

The research can be divided according to the type of information needed into qualitative, 

quantitative, and mixed approaches (Casula et al., 2021). The qualitative approach refers 

to studying the deep meanings and driving forces of the issues that people face daily, 

which are not quantifiable, whereas the quantitative approach involves using numerical 

data to illustrate a specific phenomenon. On the other hand, the mixed approach combines 

the quantitative and qualitative techniques, depending on the study goal (Taherdoost, 

2022). Moreover, Mishra and Alok (2017) stated that research methods comprise the tools 

used by a researcher to gather the required data. 

In this study, the quantitative approach was adopted due to its ability to generalize the 

study results to the whole target population. In addition, the study by Taherdoost (2022) 

asserted that the quantitative approach is crucial for any firm's growth, as the conclusions 

resulting from number analysis are more reliable and dependable. Thus, the quantitative 

approach in this study would help construction firms gain new realistic insights and make 

effective decisions. Since selecting the proper research method is one of the most essential 

factors for conducting research successfully, an electronic questionnaire was employed 

in this study as a main instrument for collecting data. 

2.4 Research Methodology 

Generally, research methodology refers to the approach used by a researcher to conduct 

research. According to Mishra and Alok (2017), the research process comprises a set of 

steps that are followed in a specific sequence to carry out research effectively; however, 

there is a possibility of moving backward and forward between some steps. Besides that, 

Mishra and Alok (2017) arranged the research steps as follows: problem definition, 



27 
 

literature review, hypotheses development, research design, data collection, data analysis, 

and results interpretation.  

The methodology adopted in this study consists of three primary phases: formulation, 

implementation, and analysis. The formulation phase starts with identifying the research 

problem, followed by a thorough literature review regarding the primary concepts 

addressed by the research, specifically GI, GOC, and sustainable performance; thus, the 

knowledge gap is clearly emphasized during this phase. Then, this phase concludes with 

developing research questions, objectives, and testable hypotheses. The implementation 

phase entails basically the survey process and data collection; therefore, the questionnaire 

was designed within this phase and evaluated by academic experts to assure content 

validity. In addition, this phase involves selecting a sample of the Palestinian construction 

firms (i.e., contracting firms, consultant firms, and engineering firms) in order to 

generalize the results to the entire target population, as well as distributing the 

questionnaire via email, followed by reminder emails and phone calls. Finally, after 

gathering the required data, the analysis phase begins with the use of Microsoft Excel and 

SmartPLS software to analyze the collected data, test the proposed hypotheses, and thus 

draw results, recommendations, and limitations. Figure 2 illustrates the flowchart of the 

research methodology followed in this study.  

 

  

• Defining the research problem.

• Conducting a literature review.

• Identifying research objectives and developing hypotheses.

• Designing research and methodology. 

Formulation phase

• Designing the questionnaire.

• Determining the sampling plan. 

• Collecting data via questionnaire.

Execution phase

• Analyzing data using SmartPLS.

• Testing hypotheses. 

• Drawing the results and recommendations.

• Identifying limitations.

Analytical phase

Figure 2 

Research Methodology Flowchart 



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2.5 Sampling Plan 

In the case of a large study population, it is not feasible to survey the entire population 

due to time and budget constraints; therefore, a sampling process emerged as a practical 

solution in such a case. Generally, the sampling process refers to selecting a smaller group 

(sample) from a large population, where this sample should represent the population 

under study. Several substantial issues should be addressed during the sampling process, 

including study population, sampling frame, sampling method, and sample size.  

To ensure that the results can be generalized to the entire construction industry, the target 

population in this study was enlarged to include all the key players in the Palestinian 

construction firms. Accordingly, the target population consists of contracting, consulting, 

and engineering firms in Palestine, specifically in the West Bank region. In this regard, 

the Palestinian Contractors Union (PCU) is a non-profit institution registered with 

government departments to represent contractors in Palestine. The PCU divides the 

contracting firms into five classes based on their capital, experience, and the size of 

executed projects, considering class one is the highest classification. On the other hand, 

the Engineers Association - Jerusalem Center is the authority that combines all the 

Palestinian institutions working in the engineering field, which are divided into consultant 

firms and engineering firms. The latter are further categorized into three classes 

depending on staff qualifications and workforce size, with class one being the highest.    

The sampling frame refers to specific categories of interest within the population and from 

which the sample is selected. Consequently, the adopted sampling frame includes the 

contracting firms registered with PCU under the first and second classes in the field of 

buildings, in addition to the consulting firms and first-class engineering firms that have a 

valid registration within the Engineers Association. According to the databases of 

specialized unions, the number of firms that meet the conditions of the sampling frame 

equals 811, as shown in Table 1. The reason for selecting this sampling frame is to enhance 

the homogeneity of study participants and ensure their suitability regarding the study topic. 

In other words, the selected classes of firms share similar experience, capabilities, and 

work scope, including project supervision and execution. 

  



29 
 

Table 1 

Sampling Frame Distribution 

Type of firm Number 

Contracting firms 211 

Consulting firms 306 

Engineering firms 294 

Total 811 

 

The sampling method applied in this study is random sampling, as Mishra and Alok (2017) 

confirmed that this probability technique is typically utilized in quantitative research and 

ensures the generalization of the results. Therefore, 320 firms were randomly selected 

from the sampling frame and contacted to participate in the survey, in which every firm 

was asked to submit one response. Accordingly, 143 valid responses were received out of 

320 distributed electronic questionnaires, indicating a response rate of 44.69%. However, 

this rate can be considered adequate for the study based on Dorkenoo (2019), who stated 

that the survey results may be biased and inadequate if the response rate is less than 30%. 

Also, Afzal and Lim (2022) asserted that the response rate in the construction sector is 

always low compared to other sectors. 

Several approaches were followed to increase the response rate. Initially, the link to the 

questionnaire was sent to the sample firms via email, followed by reminders to take part 

in the survey. Then, an additional effort was made by searching for the telephone numbers 

of the sample firms in relevant databases, such as Engineering Firms Guide and Palestinian 

Construction Guide, with the aim of making telephone calls to induce them to participate 

in the emailed questionnaire. However, the number of responses received wasn't surprising 

due to the current unstable political conditions in the country, which directly affect the 

overall firm's performance and thus its willingness to participate in the survey. 

Prior studies have suggested several methods for determining the appropriate sample size 

for research. For instance, Hair et al. (2021) recommended using power analysis to 

estimate the sample size, such as G*Power software, due to its dependence on model 

setups and the reliability of its results. In this study, the recommended settings of the 

G*Power software were used as follows: significance level = 0.05, effect size = 0.15, 

power = 0.9, and number of predictors = 3, which indicates the number of independent 

variables, including the moderator and interaction item (Praharaj & Ameen, 2024; Memon 



30 
 

et al., 2020). Accordingly, the required sample size is 99 participants; thus, the sample size 

used in this study, i.e., 143, is strongly adequate.  

2.6 Questionnaire Design and Measurement Development 

Generally, there are key points that should be identified when designing any 

questionnaire, such as the type of questions and the method of questionnaire 

administration. In this study, the questionnaire included closed-ended questions and was 

self-administered by sending an electronic copy to the target participants. The 

questionnaire was designed using an online Google Form and distributed via email after 

being reviewed and modified by specialized university professors to ensure the 

consistency and validity of the study tool.  

The study questionnaire was divided into four main sections as follows: the first section 

collected the demographic data of the respondents, such as gender, years of experience, 

job position, firm type, firm age, and types of the firm's clients, whereas the other sections 

measured the research constructs within the targeted firms, including adoption of GI 

practices, GOC, and sustainable performance. Accordingly, Appendices A and B include 

the questionnaire in English and Arabic languages, respectively, and Table C.1 in 

Appendix C includes the names of the questionnaire reviewers.  

Following an exhaustive search of the existing literature, the main research constructs 

were determined, and the measurement items for each construct were developed.  

Table C.2 in Appendix C shows the questionnaire questions, i.e., measurement items, as 

well as the corresponding reference for each item. Accordingly, the overall study model 

comprises a total of 40 items divided among three constructs. The first construct, i.e., 

adoption of GI practices, was measured using 12 items that were adapted from prior 

literature (Isa & Abidin, 2021; Judi et al., 2022; Hashim, 2018; Hazarika & Zhang, 2019). 

More precisely, these measurement items were divided into three equal subgroups to 

evaluate green product innovation (GPDI), green process innovation (GPCI), and green 

organizational innovation (GOI).  

With respect to the second construct, GOC was assessed using 16 items selected from 

previous studies (Roscoe et al., 2019; Qu et al., 2022; Piwowar-Sulej, 2020; Shahriari et 

al., 2023; C. H. Wang, 2019; Al Doghan et al., 2022), in which four items were adopted 

for each of green involvement culture (GIC), green consistency culture (GCC), green 



31 
 

adaptability culture (GAC), and green mission culture (GMC). Ultimately, in the case of 

sustainable performance, twelve measurement items were generated from previous 

literature (H. Wang et al., 2021; Judi et al., 2022; Afzal & Lim, 2022; Zhu et al., 2008), 

with four items each for environmental performance (ENP), economic performance (EP), 

and social performance (SP). Moreover, all items were evaluated using a five-point Likert 

scale according to the following criteria: (1: strongly disagree), (2: disagree), (3: neutral), 

(4: agree), and (5: strongly agree).   

2.7 Data Analysis Techniques 

The data collected through the online questionnaire was analyzed using different software 

tools: Google Forms, Microsoft Excel, and SmartPLS. First, Google Forms was used as 

a survey administration tool that could analyze the demographic data of respondents and, 

therefore, provide a statistical analysis of the demographic characteristics of the sample. 

Second, the data was directly imported from the online Google form to an Excel sheet for 

the purpose of sorting, organizing, and determining the mean and standard deviation for 

each construct. Ultimately, the SmartPLS software was used to assess the reliability and 

validity of the study model and test the proposed hypotheses. 

In more detail, the SmartPLS software was used as one of the prominent software tools 

for partial least squares structural equation modeling (PLS-SEM). By applying SmartPLS 

(v. 3.2.9), the study model was drawn based on the adopted conceptual framework, and 

the collected data for each variable was entered, considering the presence of first-order 

and second-order constructs. After that, the PLS algorithm analysis was performed to 

evaluate the reliability and validity of the model by comparing the results with the 

recommended thresholds. Also, bootstrapping analysis was conducted to assess the 

significance of the relationships so that the research hypotheses could be judged.  

It is worth noting that assessing the study model is a two-step process that involves 

assessing the measurement model and the structural model. The assessment of the 

reflective measurement model comprises verifying the construct reliability and validity 

through the following tests: outer loadings, composite reliability, average variance 

extracted, and Cronbach’s alpha, in addition to investigating the discriminant validity 

through cross-loadings, Heterotrait-monotrait ratio, and Fornell-Larcker. Further, the 

content validity was assessed by sending the study instrument to a scientific committee 

for a comprehensive review of its content and elements.  



32 
 

On the other hand, the structural model assessment involves evaluating the coefficient of 

determination, effect size, predictive relevance, model fit measures, and path coefficients 

to test the hypothesized relationships between variables. Further, the moderation analysis 

of GOC was performed according to the study model. All the aforementioned tests were 

illustrated in-depth in the next chapter, specifically Chapter Three, whereas the results 

were discussed in the light of the study context in Chapter Five. 

 

 

 

 

 

 

 

 

 

 

 

 

 

   



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  Chapter Three 

Data Analysis and Results   

3.1 Chapter Overview 

This chapter presents a detailed analysis of the data gathered through the online 

questionnaire from construction firms in the West Bank. The statistical analysis of the 

respondents' demographic data was conducted using the Google Form. Further, the data 

file was imported to Microsoft Excel to obtain the mean and standard deviation values 

for each item; therefore, the adoption level of GI practices as well as the level of GOC 

and sustainable performance can be determined. Then, the reliability and validity of the 

study model as well as the research hypotheses were evaluated using SmartPLS. 

3.2 Analysis of Survey Responses 

3.2.1 Response Rate 

The electronic questionnaire was emailed to the targeted firms that meet the conditions 

of the sampling frame, followed by reminder emails and phone calls to encourage more 

firms to fill out the attached questionnaire and thus increase the response rate. It is 

noteworthy that this study's survey relied mainly on the acquisition of only one response 

from each firm; thus, 143 valid responses were obtained out of 320 contacted firms, 

generating a response rate of 44.69%. The resulting response rate is consistent with 

previous studies, such as Dorkenoo (2019) and Aghimien et al. (2018), which claimed 

that the collected data can be regarded as biased and insufficient if the response rate is 

less than 30–40%. Accordingly, a response rate of 44.69% indicates that the data gathered 

from the distributed questionnaires is acceptable and sufficient for being analyzed. In 

addition, Afzal and Lim (2022) asserted that the construction sector is always linked to a 

low rate of response. Although the data were gathered over a relatively good period of 

two months, the response rate was affected by several factors, including the current 

precarious political situation, which in turn led to a deterioration in the economic situation 

and a decrease in the volume of construction projects. Therefore, the resulting response 

rate reflects the particularity of the Palestinian context. 

3.2.2 Demographic Information 

In this study, the Google Forms tool was used to create the online questionnaire since it 

automatically generates a comprehensive demographic analysis of the respondents using 



34 
 

frequencies and percentages. Accordingly, the statistical analysis of the demographic data 

showed that 78.3% of the respondents were men, whereas the remaining 21.7% were 

women. Regarding years of experience in the construction industry, the respondents with 

more than 15 years of working experience recorded the highest portion at 53.8%. This 

was followed by 22.4% with 6-10 years of experience, 15.4% with 11-15 years of 

experience, and 8.4% with less than 6 years. With respect to the respondent's job position 

in the firm, the majority of the respondents were office engineers with 44.1%, closely 

followed by general managers and contractors with 39.2%. The remaining respondents 

were project managers with 14% and site engineers with 2.8%.  

Additionally, respondents were asked to provide information related to the demographic