Tech and green: responsible innovation drives green competitive advantage with top management support as a moderating role

Purpose The purpose of this study is to examine how responsible innovation (RI) is impacted by digital transformation (DT), green knowledge management (GKM) and green human resource management (GHRM). It also looks into how RI mediates its effects and how top management commitment (TMC) moderates the relationship between RI and green competitive advantage (GCA). Design/methodology/approach A time-lagged dataset with three stages was analyzed using structural equation modeling with a sample of 791 managers from manufacturing companies. Findings The results demonstrate that GKM, GHRM and DT are significantly related to RI. Additionally, RI mediates the relationship between GKM, GHRM, DT and GCA. Furthermore, TMC has a significant impact on GCA and moderates the relationship between RI and GCA. Practical implications Grounded in natural resource orchestration theory (ROT), this study provides actionable insights for manufacturing firms, managers, employees and policymakers regarding the critical need for RI to achieve a competitive advantage while also contributing to broader societal and environmental sustainability goals. Originality/value This study integrates both digital and green factors to evaluate competitive advantage within the framework of ROT.