This research focuses on analyzing the impact of digital transformation (DT) on the green innovation performance of Spanish wineries, as well as the mediating effect of green knowledge sharing (GKS) on this main relationship, as well as the moderating role of top management environmental awareness (TMEA) on the GKS-green innovation performance linkage. In addition, age, size and protected designation of origin (PDO) membership are used to increase the precision of the cause–effect relationships examined.
The study proposes a conceptual model based on previous studies, which is tested using partial least squares structural equation modeling, with data collected from 196 Spanish wineries between September 2022 and January 2023.
The results of the research reveal the existence of a positive and significant relationship between the development of DT and green innovation performance of Spanish wineries, as well as the partial mediation of GKS in this link and a positive moderation of TMEA in the GKS-green innovation performance bond.
Winery executives should prioritize aligning DT with TMEA to drive green innovation performance. Additionally, it is recommended that they actively promote GKS within their wineries to enhance sustainability performance and strengthen their competitive positioning in an eco-conscious market.
The originality of the study derives from its pioneering character, as the research enters unexplored terrain by investigating the role of the GKS as a mediator in the relationship between DT and green innovation performance, as no previous research has ventured in this direction.
