Does structural social capital lead to proactive green innovation? a three-part serial mediation model

Enhancing green innovation for business sustainability represents a pressing global challenge. In the context of the manufacturing industry, the relationship between proactive green innovation (PGI) and structural social capital (SSC) remains a profoundly under-researched area. Drawing upon the theories of social capital and dynamic capability (DC), this study investigated the relationship between SSC and PGI within manufacturing enterprises via three individual and sequential mediating factors, namely cognitive social capital (CSC), relational social capital (RSC), and DC. Adopting a cross-sectional quantitative design, this study collected survey data from 485 manufacturing sector employees in China using purposive sampling. Structural equation modeling analysis of the data revealed no significant direct impact of SSC on PGI, but a strong indirect impact through the sequential mediating influences of CSC, RSC, and DC. The findings suggests that PGI within manufacturing enterprises is not wholly shaped by SSC; rather, firm-level dynamic capabilities, characterized by a sequential mechanism, plays a crucial role in achieving PGI within these enterprises. This paper offers both theoretical and practical contributions and provides recommendations for future research based on its limitations.