Journal of Cleaner Production 384 (2023) 135265

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Journal of Cleaner Production

journal homepage: www.elsevier.com/locate/jclepro

Doing good to be green and live clean! - Linking corporate social

responsibility strategy, green innovation, and environmental performance:
Evidence from Maldivian and Moroccan small and
medium-sized enterprises
Walid Simmou a, Kannan Govindan b, c, d, e, *, 1, Ibrahim Sameer f, 1, Khaled Hussainey g, 1,
Samira Simmou h
a
Faculty of Legal, Economic and Social Sciences, Ibn Zohr University, Agadir, Morocco
b
China Institute of FTZ Supply Chain, Shanghai Maritime University, Shanghai, 201306, China
c
Center for Sustainable Supply Chain Engineering, Department of Technology and Innovation, Danish Institute for Advanced Study, University of Southern Denmark,
Campusvej 55, Odense M, Denmark
d
Yonsei Frontier Lab, Yonsei University, Seoul, South Korea
e
School of Business, Woxsen University, Sadasivpet, Telangana, India
f
Kulliyyah of Economics and Management Studies (KEM), Islamic University of Maldives, Male’ city, Maldives
g
Portsmouth Business School, University of Portsmouth, England, UK
h
Polydisciplinary Faculty of Taroudant, Ibn Zohr University, Taroudant, Morocco

A R T I C L E I N F O A B S T R A C T

Handling Editor: Zhifu Mi Corporate social responsibility (CSR) approaches are becoming increasingly widespread as environmental per­
formance (EP) continues to be a significant aspect of developing a firm’s socioemotional wealth, such as legit­
Keywords: imacy, trustworthiness, and image. We draw on stakeholder and natural-resources-based view theories to
Corporate social responsibility investigate how CSR strategies may improve environmental performance via the underlying mechanism of green
Green innovation
innovation (GI), especially in developing countries. Useable data was collected from 367 Maldivian and
Environmental performance
Moroccan service enterprises and analyzed using partial least squares (PLS-SEM) methodology. The findings
SMEs
Developing countries indicated that external (Environment and Community) and internal (Employees) CSR-related approaches
Stakeholder theory significantly impact environmental performance. Furthermore, the study suggests a mediation effect of GI on the
Natural-resources-based view theory CSR-EP nexus. Finally, this paper opens significant directions, enriches existing theories, and provides fascinating
implications for SMEs professionals.

1. Introduction (Kortetmäki et al., 2022; Perrini et al., 2007). Especially in Maldives and
Morocco, carbon emissions per capita were recorded 3.97 & 1.95 metric
Over the past half-century, environmental challenges such as record- tons, respectively, which are relatively significant in comparison with
high carbon emissions, waste energy, pollution, wastewater, and water France (4.46), Brazil (2.05), and the United Kingdom (5.22) (The World
shortage have rapidly raised the consumption of natural resources, Bank, 2022). This necessitates immediate actions from all stakeholders
which constitutes 2020’s hottest year (Albert, 2020; Brown, 2021; to alleviate the environmental repercussions of their industrial activity
Sepehri et al., 2020; Kannan et al., 2022). In particular, Small and Me­ (Baah et al., 2021; Trumpp et al., 2015).
dium Enterprises (SMEs), as critical pillars of job creation and global Integrating economic progress, environmentalism, and community
economic growth, contribute between 60% and 70% of global pollution cohesiveness in single research is a cornerstone from a holistic
(Arnold, 2018; Mendes et al., 2022). However, SMEs’ approaches to perspective (Kassinis and Vafeas, 2006; Sánchez-Infante Hernández
addressing environmental challenges are not well recognized et al., 2020). CSR has been and continues to be more pressing in recent

* Corresponding author. China Institute of FTZ Supply Chain, Shanghai Maritime University, Shanghai, 201306, China.
E-mail address: [email protected] (K. Govindan).
1
Second author.

https://doi.org/10.1016/j.jclepro.2022.135265
Received 25 May 2022; Received in revised form 17 November 2022; Accepted 20 November 2022
Available online 28 November 2022
0959-6526/© 2022 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
W. Simmou et al. Journal of Cleaner Production 384 (2023) 135265

years, owing to its increased ethical emphasis on the environment 2. Theoretical foundations and conceptual framework
(Fernández-Gago et al., 2020; Islam et al., 2019) and social good
(Govindan, 2022). According to The Forum for Sustainable and Respon­ 2.1. EP and GI under the stakeholder and natural-resources-based view
sible Investment’s 2020 report, businesses worldwide have invested over (NRBV) perspectives
$16.6 trillion in CSR programs. Given this, CSR is often seen as a rele­
vant component for long-term viability (Fandos-Roig et al., 2021; This study relies on stakeholder theory (Freeman and David, 1983)
Tworzydło et al., 2021). and natural-resources-based theory (Hart, 1995). The stakeholder the­
In particular, many emerging markets are currently anguished by ory gained recognition and legitimacy by highlighting that firms might
their environmental issues (Kannan et al., 2022a; Zarbakhshnia et al., "do well by doing good" (Garay and Font, 2012; Kortetmäki et al., 2022).
2022). There is a compelling case for studying Maldives and Morocco in According to the theory’s proponents, stakeholders are a firm compo­
particular: their geographical diversity, population, culture, economic nent that drives techno-leaders’ enterprises to act for their advantage in
system, and, most significantly, their performance on the SDG ranking economic and non-economic areas. Drawing on this conceptualization,
(Maldives 69.27% and Morocco 70.53%). Furthermore, these two na­ we analyzed CSR encompassing employees as internal stakeholders and
tions are part of a polluted area; garbage disposal rates in South Asian community, environment, and consumers as external ones. However,
countries (including the Maldives) and North African countries stakeholders do not address firm environmental strategies equally
(including Morocco) are expected to reach 661 million tonnes and 225 (Channa et al., 2021; Menguc and Ozanne, 2005; Tang and Tang, 2012).
million tonnes, respectively, in 2050 (The World Bank, 2022). As a For instance, according to recent Moroccan research, employees are
result, these two countries have taken specific actions in response to more devoted to their jobs when their employers are involved in the
these situations. For instance, in Morocco, the General Confederation of environment and civic society (Chakra et al., 2021). Furthermore, CSR
Moroccan Enterprises (CGEM) gives accreditation for CSR business. to the community is more vital for individualistic than collectivist em­
Despite these efforts, enterprises do not regard CSR as a critical ployees (Farooq et al., 2014). Similarly, Tang and Tang (2012) argue
component of economic performance (Boutti, 2009); further, the de­ that competitors, media firms, and government power differences
mand for CSR and environmental preservation is far from being determine SMEs’ environmental performance. However, this theory
observed despite existing legislation (M’Hamdi, M. and Trid, 2009). In does not provide a holistic view because of the impact of the natural
the Maldives, a distinctive selling point for tourist resorts is the "clean environment on organizational behavior beyond the interest of share­
and green environment" idea. To support this, their President launched holders and stakeholders (Freeman et al., 2021; McGahan, 2021). In
"green resort awards" to promote tourist resorts that incorporate green summary, EP is very much connected to CSR in many forms, such as
principles in their management (Shareef et al., 2014). Moreover, the producing an environment-friendly product, reducing carbon emissions,
Capital Market Development Authority (CMDA) introduced the corpo­ incorporating clean energy, and promoting recycling (Alamsyah et al.,
rate governance (CG) code to guarantee that businesses respect the CSR 2020; Fan et al., 2020; Sarkar et al., 2021).As an extension of RBV theory
baseline. Furthermore, Shareef et al. (2014) assert that just 32% of (Barney, 1991), natural RBV theory acquired prominence. Hart (1995)
Maldives firms have formal CSR strategies integrated into their opera­ confirmed that "one of the most important drivers of new resources and
tions, 18% feel CSR may decrease costs, and 68% believe CSR leads to capability development for firms will be the constraints and challenges
consumer loyalty. posed by the natural (biophysical) environment" (p. 989). Therefore,
Interestingly, CSR-EP nexus literature is in its infancy. While some from a natural RBV, businesses should address natural (biophysical)
studies argue that CSR might increase financial performance (Bruna and environmental challenges by establishing particular resources and ca­
Lahouel, 2022; Sameer, 2021), there remains a paucity of evidence on pabilities (Alt et al., 2015).Concretely, many developing economies, in
how CSR impacts EP, specifically in developing countries (Kraus et al., particular, are today beleaguered by environmental issues that have
2020). Moreover, while there is an inconclusive debate on CSR and EP, significant implications for the climate and human life; as a result, CSR
GI as an underlying mechanism has received less attention in explaining and GI capabilities may be leveraged as resources to mitigate the
why organizations should consider both economic and non-economic negative industrial impacts (Tan et al., 2021), improving financial per­
outcomes (Abbas and Sağsan, 2019; Grassmann, 2021). Thus, this formance (Vasileiou et al., 2022). Given this, both resources could attain
article proposes a novel framework to examine the CSR-EP nexus via the sustained competitive advantage (Chang, 2011), which improves EP
underlying mechanism of GI in terms of stakeholder and (Channa et al., 2021; Menguc and Ozanne, 2005). Nevertheless, few
natural-resources-based view theories. More precisely, this research studies explored EP through CSR using the natural RBV theory. Both
examines the following question: How do CSR strategies impact SMEs’ theories support and test the CSR-EP nexus, specifically in developing
environmental performance in the Maldives and Moroccan contexts, and countries.
does GI mediate this association? In order to fill this gap, useable data
were collected from 367 Maldivian and Moroccan service enterprises 2.2. CSR definition and approaches
and analyzed using the partial least squares (PLS-SEM) modeling.
Finally, this study makes a significant and novel contribution to the This study adopted the European Union’s definition of CSR, which is
literature on social-environmental management. North America and "a concept whereby companies integrate social and environmental
Western Europe dominate the study area, so the current work is the only concerns in their firm operations and their interaction with their
paper examining the internal and external CSR approaches-EP nexus of stakeholders voluntarily" (European Commission [EU, 2003). CSR refers
Maldivian and Moroccan service enterprises. Moreover, it is the first to corporate practices that address an organization’s economic, legal,
paper to examine whether GI mediates the CSR initiatives-EP nexus in ethical, and philanthropic duties related to diverse stakeholders (Carroll
developing countries in the light of stakeholder and natural-resources- and Shabana, 2010; Dahlsrud, 2008). Accordingly, CSR is regarded as
based view theories. In addition, this study adds to the environmental instrumental in positioning a firm in the market, and various scholars
management foundations in developing countries by highlighting the worldwide are studying its importance (Akbari et al., 2021; Dmytriyev
role of CSR and GI practices in formulating SMEs’ environmental per­ et al., 2021). Not surprisingly, CSR in the Maldives and Morocco is
formance. Finally, our paper provides a methodological contribution developing (Elomari, S. and Amine, 2021). Liberalization began decades
using the PLS-SEM method (Hair et al., 2020). ago; hence, businesses were obligated to meet competitiveness stan­
The next section discusses the related research to establish the dards, particularly those connected to CSR (Elbaz and Laguir, 2014).
theoretical underpinnings and to develop the conceptual framework. Despite the lack of a universally accepted definition, CSR scope is
Next, the research design and findings are discussed. Finally, the last multidimensional (Murcia, 2020; Zou et al., 2021). Therefore, this paper
section summarizes research directions and implications. used the four spectrums of Farooq et al. (2014) to examine the CSR

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practices-EP nexus in Moroccan and Maldivian SMEs, namely CSR to the research claims that corporate philanthropy (e.g., education, environ­
environment (CSR-ENV), CSR to consumer (CSR-CON), CSR to the ment, arts) promotes firm performance (Heli et al., 2008; Jamali et al.,
community (CSR-COM), and CSR to employees (CSR-EMP). CSR-ENV 2017). For instance, Maldivian enterprises practice CSR to support
refers mainly to the enterprises’ responsibility toward the natural (bio­ communities, particularly impoverished individuals, via charity and
physical) environment. CSR-CON impacts relationship-building among philanthropy (Shareef et al., 2014). Research on Pakistan, China, and
consumers. CSR-COM depicts the enterprises’ initiatives to build a good Bangladesh posited that charitable activities promoted sustainable per­
relationship with society. CSR-EMP represents CSR actions in human formance and enhanced corporate image (Bose et al., 2017; Waheed and
resources management within an organization. Zhang, 2022; Yu, 2020). Furthermore, Tahri & El Khamlichi (2019) call
for more studies on Morocco’s CSR community rather than human
2.3. CSR to environment and environmental performance rights. However, scholars have given insufficient attention to CSR to
community-EP nexus (Gautier and Pache, 2015; Wang and Qian, 2011).
Organizations endure significant pressure from stakeholders in to­ In this study, we believe CSR to the community is a beneficial strategy
day’s worldwide culture and often advocate for social and environ­ that produces economic and ecologically sustainable development
mental concerns (Dupire & M’Zali, 2018; Hui and Smith, 2022). To be (Sharabati, 2018). Then, the following hypothesis is suggested.
prosperous, an organization must live up to public expectations (Yohn,
H3. CSR to the community (CSR-COM) positively affects environ­
2020); otherwise, the repercussions will be severe for the business.
mental performance (EP)
Consequently, Fernández-Gago et al. (2020) noted that CSR is gaining
momentum. Previous studies indicated that CSR substantially improves
2.6. CSR to consumer and environmental performance
SMEs’ economic competitive performance (Surroca et al., 2010; Waheed
and Zhang, 2022). Academics have also proven that proactive EP pro­
Extant studies have acquired global resonance by highlighting the
motes a firm’s economic and financial health (Al-Tuwaijri et al., 2004;
crucial role of consumers, as most external stakeholders, in pressuring
Deng et al., 2022). Despite its relevance, there remains a paucity of
modern businesses to act more ethically by implementing CSR for
evidence on the CSR-EP nexus. For instance, prior research posited that
environment-related activities (Islam et al., 2019; Sen and Bhattacharya,
environmental CSR activities substantially exhibit better EP in emerging
2001; Tao et al., 2022). For instance, 63% of consumers believe com­
markets (Al-Abdin et al., 2018; Brammer and Millington, 2008).
panies should address social and environmental change, most customers
Conversely, other researchers have offered conflicting evidence sug­
are prepared to pay a premium for green or environmentally goods, and
gesting that CSR has no direct effect on EP (Brammer and Millington,
76% say they would boycott the enterprise if they learned of unethical
2008; Kraus et al., 2020; Singh et al., 2019). Overall, the CSR-EP nexus is
business practices (Bhattacharya and Sen, 2004; CONE Communica­
not definitive and requires additional investigation. Then, the following
tions, 2017; Xie et al., 2019). Previous studies indicated that
hypothesis is suggested.
consumer-related CSR substantially contributes to brand awareness
H1. CSR to the environment (CSR-ENV) positively affects environ­ (Achabou, 2020), purchase intention (Lee and Yoon, 2018), and
mental performance (EP) improving firm performance (Bahta et al., 2021; Servaes and Tamayo,
2013). Others posited that ethical enterprises act pro-environmentally
2.4. CSR to employees and environmental performance on their own by adopting more CSR related to consumers (Waheed
and Zhang, 2022), leading to better performance (Deswanto and Siregar,
Stakeholder theory states that businesses should react to primary and 2018; Saeidi et al., 2015). However, there remains a paucity of evidence
secondary stakeholders’ requirements. Employees are deemed signifi­ on how CSR, to consumers, impacts EP (Ahmad et al., 2021; Brown and
cant stakeholders since they may directly affect how well the firm suc­ Dacin, 1997). In this study, we believe that CSR to consumers makes a
ceeds (Govindarajulu and Daily, 2004; Paillé et al., 2014). Research in win-win strategy for sustainable growth (Maignan, 2001; Sharabati,
the Maldives reveals that workers’ social behavior adversely impacts 2018). Then, the following hypothesis is suggested.
financial performance (Moosa et al., 2021). Conversely, literature backs
H4. CSR to consumer (CSR-CON) positively affects environmental
that employees who are embedded in environmental challenges act
performance (EP)
more pro-environmentally by implementing environment-friendly ini­
tiatives (Kim et al., 2018; Robertson and Barling, 2013); thereby, these
2.7. CSR approaches and environmental performance: the underlying
practices promote financial performance and employee well-being
mechanism of green innovation
(Ahmed et al., 2020; Islam et al., 2019), respectively. However,
scholars have paid attention to employees’ social behavior consequences
Research on CSR and GI practices, such as this study, is a way to
on EP (Renwick et al., 2013; Tian and Robertson, 2019). For instance,
assess what is happening in the general area called "environmental
research posited that conveying environmental strategy makes workers
management" (Rothenberg et al., 2001). GI refers to technological ini­
extra-socially accountable for boosting EP (Afridi et al., 2020; Chatterji
tiatives in environmental management, waste recycling, energy con­
et al., 2009; Farid et al., 2019). Involving teamwork via CSR events may
servation, green product design, and pollution prevention
encourage them to be more inventive and contribute to their environ­
(Albort-Morant et al., 2016; Chen, 2008). The overwhelming body of
mental sustainability objectives (Runhaar and Lafferty, 2009; Waheed
evidence indicates that SMEs have greater receptivity to GI (Chang,
and Zhang, 2022). Then, the following hypothesis is suggested.
2011). On the one hand, it is a commercial opportunity to fulfill the
H2. CSR to employees (CSR-EMP) positively affects environmental needs of global markets and preserve the environment (Zhu et al., 2012).
performance (EP) Secondly, SMEs scrutinize and understand innovation’s role in
addressing environmental concerns (Huang and Li, 2018; Klewitz and
2.5. CSR to community and environmental performance Hansen, 2014). Concretely, preliminary evidence posits that SMEs
participate in environmental protection to mitigate their considerable
The community is a critical stakeholder with whom firms should environmental effect and to advance sustainable development (De
create a positive connection by encouraging CSR practices (Ernst and Medeiros et al., 2014; Wang et al., 2021). In addition, GI proponents
Haar, 2022; Williams and Barrett, 2000). In this sense, SMEs achieve have demonstrated that technological innovation improves competitive
their CSR obligation to society via charitable activities (Kapelus, 2002) position by reducing negative environmental impact (Singh et al., 2020;
by supporting services that increase the quality of life (Ansu-Mensah Tariq et al., 2019). While there is an inconclusive debate on CSR and
et al., 2021) and assisting socio-economic growth (Sharma, 2019). Prior organizational performance, GI has received little attention in

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explaining why organizations should consider economic and 353 for the inverse square root and 333 for the gamma-exponential
non-economic outcomes (Chiou et al., 2011; Kraus et al., 2020). Ac­ methods. As a result, the sample utilized in this research is highly suit­
cording to (Hart, 1995), GI could explicate the resources-competitive able due to its large percentage compared to those needed.
advantage nexus based on natural RBV theory. Hence, these practices
sequentially lead to significant organizational performance (Abra­ 3.2. Measurement variables
hamson, 1997; Vasileiou et al., 2022), and meet environmental re­
quirements (Chen et al., 2006). Then, the following hypotheses are This intended study examined how various CSR strategies affect EP
suggested. in developing countries. However, the CSR-EP relationship did not
intend for empirical research, specifically the quantitative study using
H5a. GI positively mediates the effect of CSR to the environment (CSR-
measurement scales. Consequently, there is no universal measurement
ENV) on environmental performance (EP)
for CSR and EP. This study attempted to incorporate the overused
H5b. GI positively mediates the effect of CSR to employees (CSR-EMP) measures based on different research works in this context. On the one
on environmental performance (EP) hand, the four dimensions suggested by (Farooq et al., 2014; Turker,
2009) were adopted to measure CSR. Three items scored on a five-point
H5c. GI positively mediates the effect of CSR to the community (CSR-
Likert scale, ranging from five to one, Strongly Agree to Strongly
COM) on environmental performance (EP)
Disagree, were applied to all CSR dimensions. GI includes three items
H5d. GI positively mediates the effect of CSR to consumer (CSR-CON) adapted from (Song and Yu, 2018). Finally, EP, a critical dimension of
on environmental performance (EP) sustainable development, was measured on three items (Laosir­
Fig. 1 presents all proposed hypotheses based on the examined ihongthong et al., 2013).
literature review. This research also took a set of control variables adopted from pre­
vious studies. We used the number of employees to control corporate
3. Methodology size. In developing countries, previous studies have argued that SMEs
positively improved their EP (e.g., S. K. Singh et al., 2020). Moreover,
3.1. Procedure and sample we considered gender, age, job title and experience, and educational
level to control respondents’ demographic information as they were
The desired research used a cross-sectional design to gather all CSR taken from the literature on innovation and CSR. These variables were
dimensions and EP data. From January to April 2021, a self- not only considered critical to impact CSR initiatives toward employees
questionnaire was adopted and circulated via an e-survey link. (see, e.g., Hur et al., 2018; Shahzad et al., 2020) but because they are
Furthermore, SMEs were used as the analysis unit, and the contexts were widely set as control variables in previous research (Li and Liao, 2017;
the Maldives and Morocco. In this study, SMEs refer to enterprises with van Uden et al., 2017; Yánez Morales et al., 2020).
fewer than 250 employees (EU, 2003). The service industry (e.g., bank,
hotel, IT & BPO outsourcing, global management consulting, new 3.3. Data analysis
technologies & service, marketing direct, finance & insurance, and
telecommunication) covers 367 enterprises, including 188 SMEs from The variance-based (PLS-SEM) modeling was used to examine the
the Maldives and 179 from Morocco. The data was collected from the relationship between EP and CSR strategies (H1, H2, H3, H4) and
CGEM, an accreditation institution for the enterprise highly engaged in whether this relationship is mediated by GI (H5), using SmartPLS
CSR in the Moroccan context. In the Maldives enterprises, the sample (version 3.2.8) (Ringle, Christian M., Wende, Sven, & Becker, 2015).
was identified as the government list of rewarded firms regarding their This technique has already found widespread applications, as it can treat
CSR initiatives. Finally, convenience sampling has been steadfastly used complex models (Hair et al., 2019). Finally, the mediation technique
to optimize data collection in a short timeline. enables in-depth analysis and the production of new insights and
On the other hand, the inverse square root and gamma-exponential fascinating management implications to develop a sustainable EP
methods were used to guarantee sample size accuracy for the intended successfully.
study (Kock and Hadaya, 2018). In doing so, WarpPLS 7.0 software was
set on a significance level of 0.05, a power level of 0.98, and a path
coefficient of 0.197 (see Fig. 2), and produced a sample size estimated at

Fig. 1. The research model.

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Fig. 2. The sample sizes required.

4. Results Regarding educational level, most did not have any formation degree,
with a small proportion of Master’s and PhD degrees. Table 1 shows the
In this section, we begin by describing the demographic statistics, detailed demographic statistics of the sample.
followed by the two-step process of the symmetrical approach analysis,
including (1) the measurement and (2) the structural models’ analyses 4.2. Common method bias
based on best practices and recommendations (Hair et al., 2020).
This study employed a mono-method research design that may
produce artificial validity and reliability of the measurement model
4.1. Demographic statistics (Spector and Brannick, 2010) due to possible common method variance
(CMV). Therefore, statistical remediation decreased the study design’s
The sample comprises 367 SMEs, wherein 188 are from the Maldives CMV effect. We have undertaken a post-hoc analysis of the complete
and 179 are from Morocco. Specifically, more than 50% are small, dataset using the Harman single-factor (Maxwell and Harman, 1968).
medium-sized enterprises. Moreover, most respondents are males and The exploratory factor analysis has found four components with an
50 years and above from both countries. They work in the CEO/MD eigenvalue more significant than one. Moreover, the general factor
positions and have moderate experience ranging from 5 to 20 years. explained 36% of the variance, below the 50% cut-off (Podsakoff et al.,
2012), which implies that the systematic variation was attributed to the
Table 1 constructs rather than the measurement technique. Consequently, we
Demographic statistics. find that nonresponse bias is unexpected to occur as a substantial
Maldivian Moroccan concern for this study.
SMEs SMEs

N (complete answers) 188 179 4.3. Measurement model analysis

The reflective measurement model is assessed using confirmatory

Number of 1 - 10 employees 5.37% 9.30%
employees 10 - 50 employees 29.78% 39.60%
composite analysis through the fourth stage, including (1) estimation of
50 - 250 64.85% 51.10% loadings and significance, (2) estimation of Cronbach’s alpha (CA) and
employees composite reliability (CR), (3) average variance extracted (AVE) to
assess convergent validity, and (4) discriminant validity through
Heterotrait-Monotrait Ratio (HTMT). First, all indicators’ loadings are
Job title CEO/MD 46.10% 52.00%
above 0.708 thresholds at the 1% level. Second, CA, CR, and AVE values
Senior supervisor 10.30% 24.70%
Officer 43.60% 23.30% are more than recommended cut-offs of 0.708, 0.708, and 0.5, indicating
good reliability and convergent validity concurrently (see Table 2).
Finally, all the constructs’ HTMT were significantly lower than the
Job experiences 0–5 years 27.75% 26% critical cut-off of 0.85 threshold level (Henseler et al., 2015), supporting
5–20 years 28.90% 33.50%
discriminant validity (see Table 3).
20–35 years 28.90% 6.30%
35 years and above 14.45% 34.2%
4.4. Structural model analysis

%Educational-level- Bachelor’s Degree 38.17% 20.41%

The inner model illustrates causal relationships between dependent
Master’s Degree 11.5% 20.34%
Ph.D. Degree 1.12% 4.25% and independent variables (Leguina, 2015). Fig. 3, Table 4, and Table 5
Without 49.21% 55% show the comprehensive findings. First, all VIF statistics vary from 1.541
to 4.264, less than five thresholds (Hair et al., 2017), confirming no
multicollinearity. Second, the coefficient of variation and Blindfolding
%Age 20 years–25 years 13.87% 10.12%
indicators show that all CSR dimensions moderately explain both GI and
26 years–40 years 26.00% 14.36%
40 years–50 years 20.25% 37.76%
EP (Hair et al., 2020; Henseler et al., 2009). Moreover, effect size f2 is
50 years and above 39.88% 37.76% small regarding the effect of CSREN and CSRCO, and large for the
CSREM. In contrast, CSRCS does not affect EP (See Table 5). Thus, we
conclude that the in-sample model predictive power is significant. Third,
%Gender Female 31.81% 27.24% the out-sample model predictive power is generated based on positive
Male 68.19% 72.76%
Q2-Predict (Q2predictive = 0.606; k-folds = 10 and 10 repetitions),

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Table 2 0.08 threshold), which supports the model fit goodness (Henseler et al.,
Internal consistency reliability*and-convergent-validity-results. 2015).
Composite indicators Loading Cronbach’s Composite AVE The hypotheses are subsequently tested for significance using the
alpha Reliability 5000-bootstrapping approach at a significance level of 0.01. Referring to
Environmental 0.893 0.934 0.824 Table 5, the results shown that the EP is positively and significantly
performance predicted by CSR to the environmental (β = 0.413), employees (β =
EP_1 0.925 0.477), community (β = 0.141), supporting H1, H2, and H3 fully.
EP_2 0.908 However, the causal impact of CSR to the consumer on EP is insignifi­
EP_3 0.890
CSR to the environment 0.921 0.950 0.864
cant (β = − 0.033), rejecting H4 (See Fig. 3).
(CSR-ENV)
EN_1 0.927 4.5. Mediation analysis
EN_2 0.924
EN_3 0.938
CSR to employees (CSR- 0.917 0.947 0.857 In this study, the considerable effect of CSR approaches on GI and GI
EMP) on EP sheds light on a mediating effect. Consequently, this study em­
EM_1 0.919 ploys the non-parametric bootstrapping method (Hair et al., 2017;
EM_2 0.920
Preacher and Hayes, 2008) at significant levels of 1%, as well as variance
EM_3 0.939
CSR to the community 0.849 0.909 0.769
account for (VAF) to calculate the magnitude of the mediating impact
(CSR-COM) (Hair et al., 2014), respectively (see Table 6 and Fig. 3). The findings
CO_1 0.905 demonstrated an indirect effect of CSR approaches on EP via GI, spe­
CO_2 0.868 cifically for CSR-ENV (β = 0.115, p < 0.01), supporting H5a. Surpris­
CO_3 0.857
ingly, the findings revealed no evidence of GI mediation on the link
CSR to the consumer 0.908 0.942 0.844
(CSR-CON) between CSR-EMP, CSR-COM, CSR-CON, and EP (See Table 6). Thus,
CS_1 0.919 H5b, H5c, and H5d were rejected. It is noteworthy that modeling
CS_2 0.910
CS_3 0.928
Green innovation (GI) 0.887 0.930 0.816
Table 4
GI_1 0.926 R square and Q Square Blindfolding Results.
GI_2 0.928 R2 Q2
GI_3 0.854
EP 0.660 0.528
AVE, average variance extracted. GI 0.501 0.403

EP, Environmental performance; GI, Green innovation.

Table 3
Heterotrait-monotrait ratio (HTMT) results for discriminant validity.
Table 5
CSR-CO CSR-CS CSR-EMP CSR-ENV EP Structural model results.
CSR-CS 0.336 Path Path t-value CIs f2 Verdict
CSR-EMP 0.284 0.172 coefficient
CSR-ENV 0.370 0.616 0.496
EP 0.419 0.261 0.769 0.678 H1. CSR-ENV - 0.413*** 8.600 [0.246, 0.107 Supported
GI 0.407 0.372 0.596 0.704 0.733 > EP 0.558]
H2. CSR-EMP - 0.477*** 10.705 [0.323, 0.314 Supported
> EP 0.612]
H3. CSR-COM 0.141*** 3.710 [0.024, 0.029 Supported
which signifies the predictive error estimated of our model is medium
- > EP 0.261]
for most indicators (Shmueli and Koppius, 2011). Lastly, the Standard­ H4. CSR-CON - − 0.030ns 0.655 [-0.177, 0.001 Rejected
ized Root Mean Square is used to validate the quality of model fit > EP 0.138]
(Shmueli and Koppius, 2011) and is well appropriate (SRMR = 0.052 <
ns, not significant; CIs, confidence intervals; ***p < 0.01.

Fig. 3. The structural model test results with Maldivian and Moroccan service SMEs.

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W. Simmou et al. Journal of Cleaner Production 384 (2023) 135265

Table 6
Mediation analysis results.
Path Direct impact (t-value) Indirect impact (t-value) Total impact VAF (%) Verdict Full Model

H5a. CSR-ENV - > GI- > EP 0.413***(8.600) 0.115***(4.224) 0.528 21.78% Partial Mediation Supported
H5b. CSR-EMP - > GI- > EP 0.477***(10.705) 0.071*** (3.501) 0.548 12.95% No mediation Rejected
H5c. CSR-COM - > GI- > EP 0.141***(3.710) 0.032ns (2.358) No mediation Rejected
H5d. CSR-CON - > GI- > EP − 0.030ns (0.655) − 0.004ns (0.317) No mediation Rejected

ns, not significant; VAF, Variance account for; ***p < 0.01.

confirms the use of stakeholder and natural-resources-based view the­ to explain EP through CSR and GI practices.
ories to explain EP through CSR strategies and GI.
5.1. Theoretical implications
5. Discussion and Implications
This paper provides theoretical implications. Several theoretical
The current study expands knowledge by underlining how CSR ap­ lenses have been used in CSR, GI, and EP literature. For example, few
proaches improve EP via GI practices, especially in developing coun­ studies explored EP through CSR strategies (Kraus et al., 2020), using
tries. Despite its relevance, there remains a paucity of evidence on CSR natural RBV theory. Moreover, stakeholder theory links CSR to eco­
and EP. Consequently, this research significantly contributes to CSR nomic performance (Yáñez-Araque et al., 2021). To our knowledge,
literature. As far as we are aware, it is the only paper to investigate the prior research has failed to consider stakeholder and
CSR-EP nexus of Maldivian and Moroccan service SMEs. Moreover, it is natural-resources-based view theories to explain EP through CSR stra­
the first paper to examine whether GI explains the CSR-EP relationship tegies and GI. In sum, it is noteworthy that modeling confirms the
in developing countries. Overall, the results showed a positive link be­ combination of these theories to explain EP through CSR strategies and
tween CSR practices and EP through GI. GI.
Except for CSR to the consumers (H4), the findings showed that CSR
initiatives positively impacted EP (H1, H2, and H3), particularly in
5.2. Managerial implications
developing nations. These results are consistent with prior studies sup­
porting the CSR relevance to firm performance (Bahta et al., 2021;
The findings have managerial implications for SME professionals,
Martinez-Conesa et al., 2017; Surroca et al., 2010). In addition, these
particularly those engaged in environmental strategies, to improve EP
findings align with (Al-Abdin et al., 2018; Herrera Madueño et al.,
through CSR strategies, particularly in developing countries. The anal­
2016), who confirm that enterprises involved in CSR exhibit significant
ysis suggests that all CSR strategies favorably influence EP, except for
EP. These findings should be considered when endeavoring to reconcile
CSR to the consumer. In this regard, managers should be proactive in
contradictory evidence suggesting no causal effect of CSR approaches on
learning and developing CSR practices that create business opportu­
EP (Kraus et al., 2020; Singh et al., 2019; L. Wang and Juslin, 2013).
nities with stakeholders, improving EP. For instance, managers may
Likewise, this research concurs with previous studies in several ways.
align and balance CSR strategies to reduce pollution and toxic waste,
More specifically, employees are more devoted to their work when their
which improve the environment quality and promote society’s well-
employer is interested in environmental responsibilities (Chakra, r.,
being. However, regarding long-term performance, SME managers
hathout, s. And charef, 2021; Farid et al., 2019), leading firms to become
must have formal knowledge and integrate it into their strategies related
more sustainable (Suganthi, 2019; Waheed and Zhang, 2022). Similarly,
to specific stakeholders such as employees and consumers. On the one
CSR to the community could improve corporate performance and image
hand, the technology-driven organization could protect their employees
by engaging more in charitable activities (Kapelus, 2002; Zheng et al.,
beyond legal requirements, such as installing sensor fountains or picking
2017). Nevertheless, the causal impact of CSR to the consumer on EP is
up trash, thus allowing them to be more innovative, improve their well-
marginal, which contradicts previous assumptions arguing that CSR
being in work-life, and, strengthen their environmental sustainability
practices related to customers lead to better firm performance (Servaes
goals. On the other hand, SMEs must cultivate a good strategy with
and Tamayo, 2013; Zou et al., 2021). In summary, these findings align
consumers by contributing to their satisfaction and well-being and
with prior clues that demonstrate the CSR relevance in improving firm
providing necessary information about processes and products,
performance (Kortetmäki et al., 2022; Tao et al., 2022; Waheed and
increasing their willingness to consume green or environmentally
Zhang, 2022), enabling it to improve its reputation (Ibenrissoul et al.,
friendly products.
2021; Sánchez-Infante Hernández et al., 2020).
The research addressed the EP through CSR strategies by shedding
Finally, the current research explores the causal effect of CSR ap­
light on the underlying mechanism of GI. The findings demonstrated the
proaches on EP through the underlying mechanism of GI. As expected,
mediating effect of CSR approaches on EP, specifically for CSR to
the findings demonstrated the magnitude of the mediating impact of
Environment. In this regard, SMEs need to be aware of their critical role
CSR approaches on EP, specifically for CSR to Environment. More
in promoting their environment. Moreover, owner-managers should be
clearly, when enterprises are more engaged in CSR approaches related to
more attentive to the environment to achieve better EP results. There­
the environment, they invest more in technological solutions aiming to
fore, they could encourage environmental management technologies
protect the natural environment, such as reducing energy usage, con­
projects in waste recycling, energy conservation, and pollution pre­
sumption of dangerous materials, and air emissions, which in turn
vention (Albort-Morant et al., 2016; Li et al., 2020). Because the results
improve EP (Albort-Morant et al., 2016; Huang and Li, 2018; Kraus
highlight the relevance of specific stakeholders to the EP,
et al., 2020). However, the research revealed no evidence of GI media­
owner-managers should adopt win-win CSR strategies based on their
tion effect on the link between external (Consumer and Community) and
own experience and beliefs to achieve better economic and
internal (Employees) CSR-related approaches and environmental per­
non-economic outcomes.
formance. This evidence also would be explained by the fact that GI
practices are conceptualized differently to CSR activities related to
consumers, employees, and the community (Chen, 2008), which does 6. Conclusion
not improve EP. To sum up, it is noteworthy that modeling confirms the
combination of stakeholder and natural-resources-based view theories This study addresses the environmental performance foundations
drawn on stakeholder and natural-resources-based view theories. We

7
W. Simmou et al. Journal of Cleaner Production 384 (2023) 135265

examined the different CSR approaches’ impact on EP. We also exam­ CRediT authorship contribution statement
ined whether GI mediates the CSR strategies-EP relationship in devel­
oping countries. Using a sample of Moroccan and Maldivian small and Walid Simmou: Conceptualization, Methodology, Formal analysis,
medium service enterprises, we find that external (Environment and Writing – original draft. Kannan Govindan: Conceptualization, Meth­
Community) and internal (Employees) CSR-related approaches signifi­ odology, Supervision, Writing – original draft, Writing – review &
cantly improve EP. We also find that GI partially mediates the external editing. Ibrahim Sameer: Methodology, Formal analysis, Supervision,
(Environment) CSR-related approaches-EP nexus. Our analysis shows no Writing – original draft. Khaled Hussainey: Visualization, Writing –
relation between CSR to the consumer and EP. review & editing. Samira Simmou: Visualization, Writing – review &
This research, like the previous ones, has certain limitations. First, editing.
the authors examined CSR strategies-EP nexus by limiting it to service
SMEs in Morocco and the Maldives. Future research can replicate this Declaration of competing interest
study to observe whether the country’s moderating effects change or
remain similar between developed countries. In addition, while CSR is The authors declare that they have no known competing financial
multidimensional, future studies can adopt another CSR dimension to interests or personal relationships that could have appeared to influence
examine the CSR strategies-EP nexus more deeply. In addition, collec­ the work reported in this paper.
tion data could be done based on large companies to verify whether firm
size could explain EP through CSR practices, especially in emerging Data availability
markets. Finally, we invite researchers to adopt a comparative
perspective to understand and deeply explain the critical CSR activities The data is included in the paper
that positively improve EP in various industrial sectors and geographical
locations.

Appendix A. Major questionnaire items

Variables Items Sources

Environmental performance EP is measured to what extent do you agree or disagree with the following statements on a 5-point Likert-scale Laosirihongthong et al.
(5–Strongly Agree, 1–Strongly Disagree) (2013)
EN_1. Reduction in air emission
EN_2. Reduction in energy consumption
EN_3. Reduction in consumption of hazardous materials
Corporate social responsibility CSR is measured to what extent do you agree or disagree with the following statements on a 5-point Likert-scale (Farooq et al., 2014; Turker,
approaches (5–Strongly Agree, 1–Strongly Disagree) 2009)
CSR to environment
EN_1. My company participates in the activities which aim to protect and improve the quality of the natural
EN_2. My company makes investments to create a better life for the future generations
EN_3. My company implements special programs to minimize its negative impact on the natural environment
EN_4. My company targets a sustainable growth which considers the future generations
CSR to employees
EM_1. My company encourages its employees to participate in voluntary activities
EM_2. My company policies encourage the employees to develop their skills and careers
EM_3. The management of my company primarily concerns with employees’ needs and wants
CSR to community
CO_1. My company gives adequate contributions to charities
CO_2. My company supports the non-governmental organizations working in the problematic areas
CO_3. My company contributes to the campaigns and projects that promote the well-being of the society
CSR to consumers
CS_1. My company protects consumer rights beyond the legal requirements
CS_2. My company provides full and accurate information about its products to its customers
CS_3. Customer satisfaction is highly important for my company
Green innovation GI is measured to what extent do you agree or disagree with the following statements on a 5-point Likert-scale Song & Yu (2018)
(5–Strongly Agree, 1–Strongly Disagree)
GI_1. The company chooses the materials of the product that produce the least amount of pollution for conducting the
product development or design
GI_2. The company uses the fewest amount of materials to comprise the product for conducting the product
development or design
GI_3. The company would circumspectly deliberate whether the product is easy to recycle, reuse, and decompose for
conducting the product development or design

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