Going green! Factors influencing green competitive advantage of Chinese SMEs: a moderated-mediated perspective

This research observes the impact of environmental corporate social responsibility (CSR) and green supply chain management (GSCM) on green competitive advantage in Chinese manufacturing SMEs. Top management commitment is used as a mediator between environmental CSR, GSCM, and green competitive advantage. Moreover, a pro-environmental business strategy is used as a moderator between top management commitment and green competitive advantage. A simple random sampling technique was used, and 331 questionnaires were part of the final analysis. PLS-SEM is used for hypothesis testing. The results reveal that environmental CSR does not influence green competitive advantage. GSCM, top management commitment, and pro-environmental business strategy significantly measure green competitive advantage. Top management commitment significantly mediates between environmental CSR, GSCM, and green competitive advantage. Finally, a pro-environmental business strategy significantly moderates between top management commitment and green competitive advantage. This study strives to provide insightful information for strategic managers of Chinese manufacturing SMEs to optimize green competitive advantage, including environmental CSR, GSCM, top management commitment, and pro-environmental business strategy in decision-making. This study adds value to the body of knowledge by concentrating on factors that determine green competitive advantage. This initial research integrates environmental CSR, GSCM, top management commitment, pro-environmental business strategy, and green competitive advantage in a single framework using natural resource-based view (RBV). Furthermore, the study would present various implications for managers and lines for future directions.