The strategic role of in-store service and process innovation as a mediating mechanism between sustainable innovativeness and organizational performance
(A2026-133783)

AUTHORS

María Badenas-Boldó, Universitat de Valencia/Universitat Jaume I de Castellón; Irene Gil-Saura, Universidad de Valencia; Gloria Berenguer-Contri, Department of Marketing and Market Research, University of València. València, Spain.; Antonio Marín-García, Universitat de Valencia

ABSTRACT

This research analyses whether the performance advantages of offering sustainability-oriented innovative products extend beyond the products themselves to the retail environment in which they are sold. The study examines the role of in-store service and process sustainable innovation as a mechanism that may strengthen the impact of product-based sustainable innovativeness on organisational performance. Using survey data from 200 store managers across major Spanish metropolitan areas and estimating the proposed relationships through structural equation modelling, consistent support is found for the proposed relationships. In-store service and process sustainable innovation mediates the effects of product-related sustainable innovativeness on both non-financial and financial performance. These findings highlight the importance of aligning product-level and store-level sustainability initiatives and offer actionable insights for retailers seeking to enhance performance through sustainability-oriented innovation.