Implications of Sustainability toward Green Innovation Investment: Livestock Industry Perspective


  • Muzammal Ilyas Sindhu
  • Syeda Faiza Urooj
  • Muhammad Arif


Green Innovation Investment; Sustainability; Structural Equation Modeling


This research study examines the effect of sustainability on green innovation in the livestock industry of Pakistan. The main concern is related to the different dimensions of sustainability that influence green innovation. The cross-sectional analysis conducted was based on primary data collected from the livestock industry that works in the Pakistani districts. The empirical findings are based on structural equation modeling and propose that the economic, institutional and social aspects comprehensively affected green innovation. The environmental aspect has shown a comparatively less-contributing effect, which means a significant relationship exists between environmental sustainability and the investment in green innovation. The results recommend that economic and institutional sustainability could be a good source of innovation that affects social sustainability.