The Strategic Role of Social Networks in Driving Green Innovation

Abstract

Present research explores the strategic role of social networks in nurturing green innovation within the industrial sector of Pakistan. This quantitative study was conducted in Punjab Province using a stratified random sampling approach to capture industrial variation across four districts: Lahore, Sialkot, Gujranwala, and Faisalabad, with each contributing 109 respondents for a total sample of 436 participants drawn from industrial units and professionals including owners, managers, engineers, production in-charges, and sustainability managers in sectors such as textiles, sports goods, surgical instruments, and leather products. One eligible respondent from each firm was randomly selected to represent top management, technical staff, and environmental or sustainability specialists. Data were collected through a structured questionnaire developed in line with research objectives and analyzed using SPSS. The findings revealed that social capital significantly drives green innovation, with social networks supporting knowledge sharing, collaboration, and the adoption of sustainable practices, as most respondents (78–97%) agreed on their role in enhancing awareness, learning, and eco-friendly practices. Elements such as social participation, trust, reciprocity, civic engagement, cohesion, and collective action were found to strongly facilitate collaboration and implementation of green practices (80% agreement). Moreover, knowledge sharing and connected networks promoted innovation and adoption of eco-friendly technologies, while organizational initiatives such as sustainable product design, cleaner production, and environmental certifications were reinforced by collaborative and socially cohesive practices. Overall, the results demonstrated a strong relationship between green innovation adoption and social networks, participation, trust, reciprocity, civic engagement, cohesion, and knowledge sharing.