Reciprocity between customer digitalisation and suppliers' green capabilities: Evidence from suppliers' green innovation performance

Key Points

• Suppliers’ green innovation performance increases with enhanced customer digitalisation, leading to better environmental outcomes.
• The study highlights reciprocity, where both customers and suppliers benefit from improved green capabilities and digitalisation.
• Analysis explores the intersection of digital technologies with environmental innovations among suppliers.
• Findings indicate a strong connection between customer demands for sustainability and suppliers' performance improvements.