Designing a Green Knowledge Deployment and Implementation Model with an Integrated Approach to Interpretive Structural Modeling and Structural Equation Modeling

Document Type : Original Article


1 PhD. Industrial Management, Faculty of Economics, Management and Accounting, University of Yazd, Yazd, Iran

2 PhD. Student, College of Economics, Management and Accounting, University of Yazd, Yazd, Iran.


Purpose: Today, attention to environmental issues by various organizations can affect the life and longevity of an organization and its performance. The purpose of this study is to investigate the factors affecting the establishment of a green knowledge system within organizations so that they can use it to move towards the proper production and implementation of green knowledge.
Methodology: This research is applied in terms of purpose, and in terms of data collection it is descriptive and it has been done in a survey. The research population consists of 230 specialists, experts and employees of electricity distribution in three provinces of Yazd, Isfahan and Fars. This study first identifies the factors affecting the establishment and implementation of green knowledge within organizations. Then, using interpretive structural modeling technique, the factors identified in the previous section are structured. Then, in order to fit the model, the structural equation modeling technique and SmartPLS3 software are used.
Findings: The results of the study indicate the placement of 7 effective factors identified in three general levels. The research findings have also identified the green organizational culture factor as the initial factor in establishing a green knowledge system. Other results of this study refer to the outputs of green knowledge production and green innovation as the output of the model. The structured model fitted in this study was approved by 0.77 in the goodness of fit index of the model. In this study, a total of 12 hypotheses were tested at different levels of the structural model obtained and all hypotheses show a positive and significant correlation between the research dimensions.
Conclusion: The results of this study can provide the basis for organizations to move towards green knowledge. So that by using it, different organizations can design an appropriate access structure to access green knowledge. The results of this study show that green learning focuses on green innovation and green knowledge production. On this basis, it is recommended to the managers of power distribution companies to improve the attitude of green learning by addressing the culture of environmental knowledge and creating sufficient interest among employees and even customers in the field of green knowledge. Other researchers interested in this field can use different techniques such as system dynamics and fuzzy cognitive maps to design scenario paths in order to measure the types and kinds of changes generated on identified factors.


Main Subjects

Abbasi, A.; Yadullahi, Sh. & Beigi. J. (2018). Investigating Consumer Intent to Buy Green Products Using Planned Theory, Environmental Concerns, and Environmental Knowledge. New Marketing Research, 8(4): 130-111. [In Persian]
Albort-Morant, G.; Henseler, J.; Leal-Millán, A. & Cepeda-Carrión, G. (2017). Mapping the field: A bibliometric analysis of green innovation. Sustainability, 9(6): 1011.
Albort-Morant, G.; Leal-Millán, A. & Cepeda-Carrión, G. (2016). The antecedents of green innovation performance: A model of learning and capabilities. Journal of Business Research, 69(11): 4912-4917.
Ali, A. & Alpaslan, B. (2017). Is there an investment motive behind remittances?: Evidence from panel cointegration. The Journal of Developing Areas, 51(1): 63-82.
Amoako, G.K.; Dzogbenuku, R.K. & Abubakari, A. (2020). Do green knowledge and attitude influence the youth’s green purchasing? Theory: of planned behavior. International Journal of Productivity and Performance Management, 69(5): 1609-1626.
Andalib Ardakani, D. (1395). Research method and statistics with problem solving approach. Tehran: Termeh Publications. [In Persian]
Ardito, L.; Messeni Petruzzelli, A.; Pascucci, F. & Peruffo, E. (2019). Inter‐firm R&D collaborations and green innovation value: The role of family firms’ involvement and the moderating effects of proximity dimensions. Business Strategy and the Environment, 28(1):
Arfi, W.B.; Hikkerova, L. & Sahut, J.-M. (2018). External knowledge sources, green innovation and performance. Technological Forecasting and Social Change, 129: 210-220.
Barclay, D.; Higgings, C. & Thompson, R. (1995). The partial least squares (PLS) approach to casual modeling: Personal computer adoption and use as an illustration. Technology Studies, 2: 285-309.
Briceño, C.E.B. & Santos, F.C.A. (2019). Knowledge management, the missing piece in the 2030 agenda and SDGs puzzle. International Journal of Sustainability in Higher Education, 20(5): 901-916.
Chakraborty, S.K. & Mazzanti, M. (2019). Modelling the Green Knowledge Production Function with Latent Group Structures for OECD countries. SEEDS, Sustainability Environmental Economics and Dynamics Studies.
Chen, Y.; Lin, S.; Lin, C.; Hung, S.; Chang, C. & Huang, C. (2020). Improving green product development performance from green vision and organizational culture perspectives. Corporate Social Responsibility and Environmental Management, 27(1): 222-231.
Chen, Y.S.; Chang, C.H. & Lin, Y.H. (2014). The determinants of green radical and incremental innovation performance: Green shared vision, green absorptive capacity, and green organizational ambidexterity. Sustainability, 6(11): 7787-7806.
Cheng, J.H. (2011). Inter-organizational relationships and knowledge sharing in green supply chains: Moderating by relational benefits and guanxi. Transportation Research Part E: Logistics and Transportation Review, 47(6): 837-849.
Crane, L.C.H.A. (2002). The greening of organizational culture: Management views on the depth, degree and diffusion of change. Change, 15(3): 214-234.
Cui, R.; Wang, J.; Xue, Y. & Liang, H. (2020). Interorganizational learning, green knowledge integration capability and green innovation. European Journal of Innovation Management, 24(4): 1292-1314.
D’Angelo, A. & Presutti, M. (2019). SMEs international growth: The moderating role of experience on entrepreneurial and learning orientations. International Business Review, 28(3): 613-624.
D’Souza, C.; Taghian, M. & Lamb, P. (2006). An empirical study on the influence of environmental labels on consumers. Corporate Communications: An International Journal, 11(2): 162-173.
Dai, J.; Chan, H.K. & Yee, R.W.Y. (2018). Examining moderating effect of organizational culture on the relationship between market pressure and corporate environmental strategy. Industrial Marketing Management, 74: 227-236.
Dangelico, R.M.; Pontrandolfo, P. & Pujari, D. (2013). Developing sustainable new products in the textile and upholstered furniture industries: Role of external integrative capabilities. Journal of Product Innovation Management, 30(4): 642-658.
Dangelico, R.M.; Pujari, D. & Pontrandolfo, P. (2017). Green product innovation in manufacturing firms: A sustainability‐oriented dynamic capability perspective. Business Strategy and the Environment, 26(4): 490-506.
Fryxell, G.E. & Lo, C.W.H. (2003). The influence of environmental knowledge and values on managerial behaviours on behalf of the environment: An empirical examination of managers in China. Journal of Business Ethics, 46(1): 45-69.
Getzner, M. & Grabner‐Kräuter, S. (2004). Consumer preferences and marketing strategies for “green shares.” International Journal of Bank Marketing, 22(4): 260-278.
Gopalakrishnan, S. & Zhang, H. (2017). Client dependence and vendor innovation: The moderating role of organizational culture. Industrial Marketing Management, 66: 80-89.
Haron, S.A.; Paim, L. & Yahaya, N. (2005). Towards sustainable consumption: an examination of environmental knowledge among Malaysians. International Journal of Consumer Studies, 29(5): 426-436.
Hejazi, A.; Bazargan Harandi, A. & Sarmad, Z. (2005). Research Methods in Behavioral Sciences. Tehran: Agha Publications, 11th edition. [In Persian]
Hengboriboon, L.; Inthirak, A.; Yeoh, K.H. & Pattanakitdamrong, T. (2020). The Effects of Green Knowledge Awareness Toward Consumer Purchase Intention on the Bio-Waste Product in Thailand. 2020 6th International Conference on Information Management (ICIM), 95-100. IEEE.
Henseler, J.; Ringle, C.M. & Sinkovics, R.R. (2009). The use of partial least squares
path modeling in international marketing.
In: New challenges to international marketing (pp. 277–319). Emerald Group Publishing Limited.
Hosseini Bamkan, M.; Malikinejad, P. & Ziaeian, M. (2019). Investigation and analysis of urban service supply chain (Case study: Isfahan Municipality). Urban Management, 56: 92-73. [In Persian]
Huang, J.W. & Li, Y.H. (2017). The mediating role of ambidextrous capability in learning orientation and new product performance. Journal of Business & Industrial Marketing, 32(5): 613-624.
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: a review of four recent studies. Strategic Management Journal, 20(2): 195-204.
Jamison, A. (2003). The making of green knowledge: the contribution from activism. Futures, 35(7): 703-716.
Knight, L. (2002). Network learning: Exploring learning by interorganizational networks. Human Relations, 55(4): 427-454.
Laroche, M.; Bergeron, J. & Barbaro‐Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6): 503-520.
Lee, K. (2011). The role of media exposure, social exposure and biospheric value orientation in the environmental attitude-intention-behavior model in adolescents. Journal of Environmental Psychology, 31(4): 301-308.
Liao, Z. (2018). Institutional pressure, knowledge acquisition and a firm’s environmental innovation. Business Strategy and the Environment, 27(7): 849-857.
Lin, J.; Lobo, A. & Leckie, C. (2019). The influence of green brand innovativeness and value perception on brand loyalty: the moderating role of green knowledge. Journal of Strategic Marketing, 27(1): 81-95.
Lin, Y.H. & Chen, Y.S. (2017). Determinants of green competitive advantage: the roles of green knowledge sharing, green dynamic capabilities, and green service innovation. Quality & Quantity, 51(4): 1663-1685.
Marzucchi, A. & Montresor, S. (2017). Forms of knowledge and eco-innovation modes: Evidence from Spanish manufacturing firms. Ecological Economics, 131: 208-221.
McCann, P. & Ortega-Argilés, R. (2013). Modern regional innovation policy. Cambridge Journal of Regions, Economy and Society, 6(2):187-216.
Naderi Bani, M.; Ebrahimzadeh Pezeshki, R.; Abolghasemi, M. & Malikinejad, P. (1396). Designing a Conceptual Model for Achieving Organizational Entrepreneurship with an Integrated Approach of Mikhailov Fuzzy Hierarchical Analysis and Interpretive Structural Modeling (Case Study: Yazd Sports and Youth Organization). Applied Research in Sports Management, 3(6): 139-127. [In Persian]
Nasution, H.N.; Mavondo, F.T.; Matanda, M.J. & Ndubisi, N.O. (2011). Entrepreneurship: Its relationship with market orientation and learning orientation and as antecedents to innovation and customer value. Industrial Marketing Management, 40(3): 336-345.
Rahimonia, F.; Nuroozi Nik, Y. & Yusefpour, A. (2016). Investigating the effect of perceived knowledge of green product on the desire to buy due to attachment to the store. Business Management, 8(3): 586-569. [In Persian]
Ramayah, T.; Cheah, J.; Chuah, F.; Ting, H. & Memon, M.A. (2018). Partial least squares structural equation modeling (PLS-SEM) using smartPLS 3.0. In: An Updated Guide and Practical Guide to Statistical Analysis. Pearson.
Rennings, K. & Rammer, C. (2009). Increasing energy and resource efficiency through innovation-an explorative analysis using innovation survey data. ZEW-Centre for European Economic Research Discussion.
Roscoe, S.; Subramanian, N.; Jabbour, C.J.C. & Chong, T. (2019). Green human resource management and the enablers of green organizational culture: Enhancing a firm’s environmental performance for sustainable development. Business Strategy and the Environment, 28(5):
Sadik, F. & Sadik, S. (2014). A study on environmental knowledge and attitudes of teacher candidates. Procedia-Social and Behavioral Sciences, 116: 2379-2385.
Saffari Darbazari, A.; Malikinejad, P.; Ziaeian, M. & Ajdari, A. (2020). Designing a comprehensive model of hospital resilience in the face of coronary heart disease. Health Management, 23(2): 88-77. [In Persian]
Salimi, A.R. (2019). Effects of Environmental Concerns and Green Knowledge on Green Product Consumptions with an Emphasis on Mediating Role of Perceived Behavioral Control, Perceived Value, Attitude, and Subjective Norm. International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies, 10(5): 651-661.
Schneider, B.; Ehrhart, M.G. & Macey, W.H. (2013). Organizational climate and culture. Annual Review of Psychology, 64: 361-388.
Schoenherr, T. & Swink, M. (2012). Revisiting the arcs of integration: Cross-validations and extensions. Journal of Operations Management, 30(1–2): 99-115.
Shao, Z. (2019). Interaction effect of strategic leadership behaviors and organizational culture on IS-Business strategic alignment and Enterprise Systems assimilation. International Journal of Information Management, 44: 96-108.
Singh, S.K.; Del Giudice, M.; Chierici, R. & Graziano, D. (2020). Green innovation and environmental performance: The role of green transformational leadership and green human resource management. Technological Forecasting and Social Change, 150: 119762.
Soewarno, N.; Tjahjadi, B. & Fithrianti, F. (2019). Green innovation strategy and green innovation. Management Decision, 57 (11): 3061-3078.
Song, M. & Morgan, X.Y. (2019). Leveraging core capabilities and environmental dynamism for food traceability and firm performance in a food supply chain: A moderated mediation model. Journal of Integrative Agriculture, 18(8): 1820-1837.
Song, M.; Yang, M.X.; Zeng, K.J. & Feng, W. (2020). Green knowledge sharing, stakeholder pressure, absorptive capacity, and green innovation: Evidence from Chinese manufacturing firms. Business Strategy and the Environment, 29(3): 1517-1531.
Song, W.; Ren, S. & Yu, J. (2019). Bridging the gap between corporate social responsibility and new green product success: The role of green organizational identity. Business Strategy and the Environment, 28(1): 88-97.
Suki, N.M. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12): 2893-2910.
Taklo, S.K. & Tooranloo, H.S. (2020). Green Innovation: A Systematic Literature Review. Journal of Cleaner Production, 279(37): 1-19
Tan, B.C. (2011). The roles of knowledge, threat, and PCE on green purchase behaviour. International Journal of Business and Management, 6(12): 14.
Tukker, A.; Cohen, M.J.; Hubacek, K. & Mont, O. (2010). The impacts of household consumption and options for change. Journal of Industrial Ecology, 14(1): 13-30.
Tully, S.M. & Winer, R.S. (2014). The role of the beneficiary in willingness to pay for socially responsible products: a meta-analysis. Journal of Retailing, 90(2): 255-274.
Vicente-Molina, M.A.; Fernández-Sáinz, A. & Izagirre-Olaizola, J. (2013). Environmental knowledge and other variables affecting pro-environmental behaviour: comparison of university students from emerging and advanced countries. Journal of Cleaner Production, 61: 130-138.
Wang, J.; Xue, Y.; Sun, X. & Yang, J. (2020). Green learning orientation, green knowledge acquisition and ambidextrous green innovation. Journal of Cleaner Production, 250:
Wang, Y. & Hazen, B.T. (2016). Consumer product knowledge and intention to purchase remanufactured products. International Journal of Production Economics, 181: 460-469.
Warfield, J.N. (1974). Developing interconnection matrices in structural modeling. IEEE Transactions on Systems, Man, and Cybernetics, 1: 81-87.
Wetzels, M.; Odekerken-Schröder, G. & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS Quarterly, 66(1): 177-195.
Yadav, R. & Pathak, G.S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135: 732-739.
Yu, Y.S.; Luo, M. & Zhu, D.H. (2018). The effect of quality attributes on visiting consumers’ patronage intentions of green restaurants. Sustainability, 10(4): 1187.
Zhang, Y. & Chabay, I. (2020). How “green knowledge” influences sustainability through behavior change: Theory and policy implications. Sustainability, 12(16): 6448.
Zollo, M. & Winter, S.G. (2002). Deliberate learning and the evolution of dynamic capabilities. Organization Science, 13(3): 339-351.