THE ROLE OF ECO-INNOVATION ON THE BUSINESS SUSTAINABILITY IN CHINA: MODERATING ROLE OF ORGANIZATIONAL INNOVATION CULTURE

Recently, innovation has become a significant role in business sustainability that needs to be examined frequently. Hence, the present research investigates the impact of eco-innovation, such as eco-product, process, and marketing innovation on the business sustainability of the manufacturing industry in China. The research also investigates the moderating impact of organizational innovation culture among eco-product, process and marketing innovation, and business sustainability of the manufacturing industry in China. The research used survey questionnaires to gather primary data from the selected respondents. The research also used the PLS- SEM applied through smart-PLS to check the reliability of items and variables' and association among the latter. The outcomes revealed that the eco-product, process, and marketing innovation have a positive linkage with the business sustainability of the manufacturing industry in China. The results also disclosed that the organizational innovation culture decreased significantly among eco-product, process, marketing innovation and business sustainability of the manufacturing industry in China. The research provides help to the policymakers in making policies related to business sustainability using eco-innovation in processes.