Eco-Innovation and Reverse Logistics as Drivers of Green Firm Reputation: The Mediating Role of Operational Efficiency

Abstract

This study examines the role of eco-innovation and reverse logistics practices in determining green firm reputation, with an emphasis on operational efficiency as a mediator. Anchored in the natural resource-based view (NRBV) and resource-based view (RBV), this paper develops and tests a conceptual framework that links environmental practices to firm-level reputation outcomes in manufacturing firms within Ghana. The data for the analysis were collected through a structured survey administered to supply chain, logistics, research and development, and operations employees, which was analysed using partial least squares structural equation modelling (PLS-SEM). The paper reveals that eco-innovation is a significant influence on the adoption of reverse logistics practices among firms. Again, the findings show that implementing reverse logistics practices (RLP) has a positive impact on green firm reputation. Also, operational efficiency partially mediates the relationship between reverse logistics and green firm reputation. This research refines current understanding of the mechanisms through which environmental capabilities enhance organisational performance and offers practical implications for managers who aim to improve sustainability and competitiveness in emerging markets.