Measuring green innovation through total quality management and corporate social responsibility within SMEs: green theory under the lens

Purpose In the modern business world, the main focus of the organizations is to improve the quality of the products and minimize the wastage of raw material. Keeping in view the green theory and improve the efficiency of the organization, the focus of the current study is to investigate the relationship between total quality management (TQM) and green innovation (GI), and examine how TQM practices can facilitate firms to achieve GI objectives. Corporate social responsibility (CSR) is also an important factor for organizations, and this study also focuses on the mediating role of CSR between the relationship of TQM and GI. Design/methodology/approach This is an empirical study. Data were gathered from the top management of 355 SMEs working in Pakistan through a questionnaire survey; the PLS-SEM approach was used to analyse the data. Findings Results of the study show that TQM has significant impacts on two aspects of GI namely green product innovation and green process innovation. Moreover, results also reveal that CSR partially mediates the relationship between TQM and GI. Research limitations/implications This study is limited to manufacturing SMEs and future research should test this model on non-manufacturing sector too. The findings of the study provide significant roadmap to the management of small and medium-sized manufacturing firms that how they can reduce wastage and improve the product and process innovation in their organizations through TQM and CSR. Originality/value This study contributes to bridging research gaps in the literature and advances how TQM, directly and indirectly, help firms improve green innovation via mediating roles of CSR.