Purpose The increasing global emphasis on environmental sustainability necessitates a better understanding of the antecedents of green creativity (GC) and business sustainability (BSE). However, research on this topic is limited, and these antecedents have not been examined holistically. Considering this research gap, in this study, we examined the interconnected roles of green dynamic capabilities (GDC), green technology adoption (GTA), green business strategies (GBS) and green knowledge management (GKM) in influencing GC and BSE. Design/methodology/approach We collected the research data through surveys applied to 874 companies operating in the manufacturing and service sectors in Turkey and analyzed the data using the partial least squares structural equation modeling (PLS-SEM) method. Findings The study shows that GDC positively influence GBS, GC and GKM. Additionally, GTA positively affects GBS, BSE and GKM. However, GBS only impacts GC, while GKM positively influences GC and BSE. Our mediation analysis results indicate that GBS mediates the relationships between GDC–GTA and GC. Furthermore, GBS mediates the relationship between GTA and BSE. Similarly, GKM mediates the relationships between GDC and GC–BSE. Finally, it was determined that GKM mediates the relationships between GTA and GC–BSE. Research limitations/implications The focus of the research on Türkiye limits the generalizability of the findings. Future research can examine the relationships between the variables in different geographical and industrial settings and provide deeper insights into the causal mechanisms underlying these relationships. Practical implications The analysis results of the research provide actionable insights for companies aiming to improve their sustainability practices. In addition, managers can use GDC and GTA to strengthen GBS and GKM, thus realizing their positive impacts on GC and BSE. The importance of integrating green strategies and knowledge management to take environmental challenges into account is emphasized. Originality/value The research is one of the important studies that comprehensively examine the interaction between GDC, GTA, GBS and GKM in the positive impacts of GC and BSE. The research provides insights into green transformation efforts in emerging economies, expanding the literature beyond the manufacturing sector to include the service sector.
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