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Bakhtiari, Hossein, Shirazi, Hossein, Alba, Kaveh. (1405). From Green Knowledge-Oriented Leadership to Frugal Innovation: Bridging Sustainability and Affordability in Fast-moving Consumer Goods (FMCG) Industry. فصلنامه علمی زیست فناوری گیاهان زراعی, (), 205-234. doi: 10.30473/ee.2026.78039.2933
Hossein Bakhtiari; Hossein Shirazi; Kaveh Alba. "From Green Knowledge-Oriented Leadership to Frugal Innovation: Bridging Sustainability and Affordability in Fast-moving Consumer Goods (FMCG) Industry". فصلنامه علمی زیست فناوری گیاهان زراعی, , , 1405, 205-234. doi: 10.30473/ee.2026.78039.2933
Bakhtiari, Hossein, Shirazi, Hossein, Alba, Kaveh. (1405). 'From Green Knowledge-Oriented Leadership to Frugal Innovation: Bridging Sustainability and Affordability in Fast-moving Consumer Goods (FMCG) Industry', فصلنامه علمی زیست فناوری گیاهان زراعی, (), pp. 205-234. doi: 10.30473/ee.2026.78039.2933
Bakhtiari, Hossein, Shirazi, Hossein, Alba, Kaveh. From Green Knowledge-Oriented Leadership to Frugal Innovation: Bridging Sustainability and Affordability in Fast-moving Consumer Goods (FMCG) Industry. فصلنامه علمی زیست فناوری گیاهان زراعی, 1405; (): 205-234. doi: 10.30473/ee.2026.78039.2933

From Green Knowledge-Oriented Leadership to Frugal Innovation: Bridging Sustainability and Affordability in Fast-moving Consumer Goods (FMCG) Industry

فصلنامه علمی آموزش محیط زیست و توسعه پایدار
مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 11 مهر 1405
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.30473/ee.2026.78039.2933
نویسندگان
Hossein Bakhtiari1؛ Hossein Shirazi* 2؛ Kaveh Alba3
1Department of Management, Faculty of Management and Industrial Engineering, Malek Ashtar University of Technology, Tehran, Iran
2Department of Technology Management, Faculty of Humanities, Qom Branch, Islamic Azad University, Qom, Iran
3Department of Technology Management, Faculty of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده
Attention to the Bottom of the Pyramid (BOP) has shown that providing affordable products to low-income groups can both create significant economic opportunities for businesses and help improve the quality of life for these groups. As environmental pressures intensify, global competition increases, and resources become more limited, organizations are compelled to adopt approaches that enhance economic efficiency and environmental sustainability simultaneously. In this context, frugal innovation (FI) has gained growing importance as an effective strategy for developing simple, low-cost, and efficient solutions, particularly in addressing the needs of low-income groups. Drawing on the Knowledge-Based View (KBV), Leader–Member Exchange (LMX) theory, and the Componential Theory of Creativity, this research investigates the effect of green knowledge-oriented leadership (GKOL) on FI and analyzes the mediating role of creative process engagement (CPE) and the moderating role of green knowledge sharing (GKS) in this relationship. Conducted within a post-positivist paradigm and using a deductive approach, the study is applied in terms of purpose and descriptive-survey in terms of method. The target population consisted of managers in the fast-moving consumer goods (FMCG) industry. Data were collected through a standardized online questionnaire, and analyzed using the PLS-SEM method in R software. The findings indicated that GKOL does not directly influence FI; rather, its effect is fully mediated through CPE. Furthermore, GKS enhances the impact of GKOL on CPE. These results enrich the literature on green leadership and FI and offer valuable practical insights for managers in the FMCG industry seeking to optimize resource management and enhance innovative processes.
کلیدواژه‌ها
Frugal Innovation؛ Creative Process Engagement؛ Green Knowledge-Oriented Leadership؛ Green Knowledge Sharing؛ Fast-Moving Consumer Goods
عنوان مقاله [English]
From Green Knowledge-Oriented Leadership to Frugal Innovation: Bridging Sustainability and Affordability in Fast-moving Consumer Goods (FMCG) Industry
نویسندگان [English]
Hossein Bakhtiari1؛ Hossein Shirazi2؛ Kaveh Alba3
1Department of Management, Faculty of Management and Industrial Engineering, Malek Ashtar University of Technology, Tehran, Iran
2Department of Technology Management, Faculty of Humanities, Qom Branch, Islamic Azad University, Qom, Iran
3Department of Technology Management, Faculty of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده [English]
Attention to the Bottom of the Pyramid (BOP) has shown that providing affordable products to low-income groups can both create significant economic opportunities for businesses and help improve the quality of life for these groups. As environmental pressures intensify, global competition increases, and resources become more limited, organizations are compelled to adopt approaches that enhance economic efficiency and environmental sustainability simultaneously. In this context, frugal innovation (FI) has gained growing importance as an effective strategy for developing simple, low-cost, and efficient solutions, particularly in addressing the needs of low-income groups. Drawing on the Knowledge-Based View (KBV), Leader–Member Exchange (LMX) theory, and the Componential Theory of Creativity, this research investigates the effect of green knowledge-oriented leadership (GKOL) on FI and analyzes the mediating role of creative process engagement (CPE) and the moderating role of green knowledge sharing (GKS) in this relationship. Conducted within a post-positivist paradigm and using a deductive approach, the study is applied in terms of purpose and descriptive-survey in terms of method. The target population consisted of managers in the fast-moving consumer goods (FMCG) industry. Data were collected through a standardized online questionnaire, and analyzed using the PLS-SEM method in R software. The findings indicated that GKOL does not directly influence FI; rather, its effect is fully mediated through CPE. Furthermore, GKS enhances the impact of GKOL on CPE. These results enrich the literature on green leadership and FI and offer valuable practical insights for managers in the FMCG industry seeking to optimize resource management and enhance innovative processes.
کلیدواژه‌ها [English]
Frugal Innovation, Creative Process Engagement, Green Knowledge-Oriented Leadership, Green Knowledge Sharing, Fast-Moving Consumer Goods
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