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Sustainability 2018, 10(1), 265; https://doi.org/10.3390/su10010265

The Effect of Absorptive Capacity on Green Customer Capital under an Organizational Unlearning Context

1
Departamento de Administración de Empresas y Marketing, Universidad de Sevilla, Av. Ramón y Cajal, 1, 41018 Seville, Spain
2
Departamento de Ciencias Sociales, Centro Universitario San Isidoro, C/Leonardo da Vinci, 17B, 41092 Seville, Spain
3
Kenan-Flagler Business School, University of North-Carolina, Chapel Hill, NC 27599, USA
*
Author to whom correspondence should be addressed.
Received: 31 October 2017 / Revised: 15 December 2017 / Accepted: 17 January 2018 / Published: 20 January 2018
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
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Abstract

Environmental management is becoming increasingly important within organizations and forms an essential part of their strategies. As customers are more concerned with the care of the environment, companies are required to be more aware of their actions. Consequently, companies must ignore their historical mindsets and assumptions to be able to adopt green-oriented practices and processes. Our specific research questions are: (i) How can firms become (more) green-oriented? and (ii) how can knowledge-based organizational capabilities drive this shift into greener companies, which may enhance green customer capital? The research model describes how the complementary roles of absorptive capacity (direct effect) and the fostering of an organizational unlearning context (moderating effect) affects green customer capital within the Spanish automotive component manufacturing sector. Empirical results reveal that to create green customer capital, companies should absorb new knowledge and build a context of organizational unlearning. In today’s competitive environment, knowledge rapidly becomes obsolete, so companies need to encourage unlearning to make space for new knowledge that meets environmental needs and keeps pace with changing customer preferences. The research hypotheses were tested using partial least squares (PLS) path-modeling. View Full-Text
Keywords: absorptive capacity; green customer capital; organizational unlearning context; partial least squares absorptive capacity; green customer capital; organizational unlearning context; partial least squares
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).
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Martelo-Landroguez, S.; Albort-Morant, G.; Leal-Rodríguez, A.L.; Ribeiro-Soriano, B. The Effect of Absorptive Capacity on Green Customer Capital under an Organizational Unlearning Context. Sustainability 2018, 10, 265.

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