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ABSTRACT Sustainable economic growth hinges on the active participation of small and medium‐sized enterprises (SMEs) in green innovation (GI). However, research on the drivers of GI adoption in developing countries often overlooks the intricate interplay between organizational and social factors. Drawing on social cognitive theory, this study investigates the interplay between organizational green culture (OGC), social capital (SC), entrepreneurial leadership (EL), and green knowledge sharing (GKS) in driving GI. Data from 565 Moroccan agricultural SMEs collected through an online questionnaire were analyzed using multiple regression. The findings reveal that EL significantly mediates the positive relationships between OGC, SC, and GI. Moreover, GKS strengthens the indirect effects of OGC and SC on GI through EL. These results underscore the critical role of leadership in fostering GI within SMEs and highlight the importance of cultivating a culture of knowledge sharing to amplify the impact of organizational and social factors.
Simmou et al. (Fri,) studied this question.