Investigating the Relationship between Green Innovation Strategy and Green Innovation with Mediation of Organizational Environmental Legitimacy and Green Organizational Identity

The increase in pollution and environmental issues, consequently raising concerns for organizations and society, has given rise to the new concept of "Green Innovation". Green Innovation is a subset of innovation that enhances environmental quality and optimizes resource utilization. The aim of the present research is to examine the relationship between Green Innovation Strategy and Green Innovation, with the mediating factors of Organizational Environmental Legitimacy and Green Organizational Identity. The current study is of a survey and correlational nature. The statistical population of the research includes 14 companies that produce hospital waste management devices. An equal number of 10 questionnaires were distributed to senior managers and production managers within these companies. Ultimately, 126 questionnaires were gathered, and hypothesis testing was conducted using the smart.pls software. The results revealed that green organizational identity and organizational environmental legitimacy mediate the relationship between green innovation strategy and green innovation. Managers must endorse the role of green organizational identity and organizational environmental legitimacy within their companies and initiate the development of a green innovation strategy. Managers need to understand that having a strategy is not sufficient, and they should directly enhance the performance of green innovation. They should pursue robust approaches to fostering green organizational identity and, using it, seek to acquire organizational environmental legitimacy.