Greening MSME service firms: A study of green practices adoption and the mediating role of green culture using PLS- SEM approach

The study is a predictive model for exploring the adoption factors of green practices and the influence of green culture (GC) as a mediator in West Bengal service sector MSMEs. The study used partial least square structural equation modelling (PLS-SEM) to assess an integrated framework using Technological-Organisational-Environmental theory, Innovation Diffusion Theory, Upper Echelon theory, and the influence of GC as a mediator. The technological, organisational, and environmental dimensions influencing the top management initiative (TMI) to implement the green practices and influence of GC as a mediator of TMI and green practices adoption (GPA)were assessed. Test result indicated that the technological and organisational factors which are compatibility (COM) and skilled workforce (SW) respectively, significantly impact the GPA while the organisational factor-government regulation (GR) was found to be non-significant for GPA. Test result also indicated that GC partially mediates between TMI and GPA.