Abstract

This paper aims to examine the mediating role of green service innovation between green entrepreneurship intention, green knowledge sharing and green knowledge management and green competitive advantage. A survey was administered to 300 respondents. For the collection of data, this study used judgemental sampling. Structural equation modelling technique implemented to examine the framework. The findings of the study reveal that green service innovation mediates the relationship between green entrepreneurship intention, green knowledge sharing and green knowledge management and green competitive advantage. These findings also support the proposed direct hypothesis. The findings of the study proposed that marketers should focus on environmentally friendly activities to gain a competitive advantage in the KSA market.