The Impact of Total Quality Management on Green Performance: The Mediating Role of Green Innovation

Abstract

The current environment is characterized by complexity and uncertainty, requiring companies to develop new strategic choices and management approaches to remain competitive and fulfill their responsibilities to all stakeholders. Today, customers, investors, and stakeholders are increasingly demanding greater transparency and responsibility from companies, particularly regarding their green practices. Total Quality Management (TQM) and Green Innovation (GI) are considered strategic orientations for adapting to environmental changes and achieving green performance (GP). However, there is a gap in the literature regarding the study of the relationships among these three concepts in a single analysis. To address this gap, we proposed a conceptual model and formulated research hypotheses. The aim of this research is to analyze the relationships between TQM, GI, and GP in the context of an emerging country, namely Tunisia. More specifically, this study highlights the mediating effect of GI between TQM and GP. A questionnaire was administered to top managers of 105 certified manufacturing companies in Tunisia. The data were analyzed using structural equation modeling (SEM) with the PLS approach to examine the effects of TQM on GI and GP. The results demonstrate that TQM positively affects both GI and GP. Additionally, GI positively influences GP. Furthermore, the findings indicate that GI partially mediates the relationship between TQM and GP. This study provides valuable guidance to practitioners on improving green performance by integrating TQM practices and green innovation into their business operations. It encourages managers to understand the potential connection between TQM and green innovation and to leverage this relationship as a catalyst for achieving sustainable performance and gaining a competitive advantage.