GREEN INNOVATION, COMPETITIVE ADVANTAGE AND ENVIRONMENTAL SUCCESS IN NIGERIA: A STRATEGIC ENTREPRENEURSHIP PERSPECT

Abstract

Innovative green practices are pivotal in advancing sustainable development, especially in developing economies. This study investigates the relationship between green innovation, competitive advantage, and environmental success, drawing upon the perspectives of the resource-based view and natural resource-based view theories. The study employs hierarchical multiple regression and the Hayes Process MACRO v.4.2 for testing the study hypotheses using data gathered from management staf at a multinational firm in the food and beverage sector in Lagos State, Nigeria. The results show that competitive advantage and green innovation both have a significant positive influence on environmental success. Furthermore, there is a partially mediated ef ect of competitive advantage in the relationship between environmental success and green innovation. It was concluded that green innovation and competitive advantage are significant in achieving environmental success. The study emphasises how crucial it is for stakeholders such as managers, policymakers, and non- governmental organisations to integrate strategic entrepreneurial viewpoints into their initiatives aimed at promoting green innovation or positive environmental impact