Is Green the Virtue of Humility? The Influence of Humble CEOs on Corporate Green Innovation in China

Facing severe environmental degradation around the world, green innovation is considered as an effective way to achieve sustainable competitive advantages. How to motivate firms to engage in green innovation is becoming increasingly important for both the practice and academics. Grounded in upper echelons theory, this study establishes a link between humble CEOs and corporate green innovation. The developed theoretical framework argues that CEO humility, an important but unexplored virtue and psychological trait, has positive effects on green innovation. Furthermore, we also propose that green business strategy mediates this relationship and the successful integration of marketing and technology could strengthen strategy implementation and make being green worthwhile. Supportive evidence is found for these ideas with empirical results based on a moderated mediation analysis of a sample of Chinese manufacturing firms. These findings extend the understanding of the importance of CEO characteristics for firm-level strategies and green achievements.