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Purpose <p>This study aims to examine the role of corporate green-hushing in New Technology-Based Firms (NTBFs) across Pakistan, China, and the UAE and its relationship with dynamic capabilities, digital cognition, pro-environmental identity, and sustainable entrepreneurship.</p> Method <p>Data were collected from 902 employees across 902 NTBFs in these three countries using adapted scales from prior research. This research employs PLS-SEM and JASP for path analysis, Model-Based Clustering, and neural network regression to identify patterns and predict sustainability outcomes.</p> Findings <p>The study found significant relationships among green-hushing and dynamic capability, digital cognition, and sustainable entrepreneurship. Firms with higher digital cognition and dynamic capabilities were more adept at engaging in sustainability initiatives while practicing selective disclosure. Additionally, a pro-environmental identity was positively associated with enhanced environmental protection efforts.</p> Originality/implications <p>By emphasizing the strategic role of green-hushing in sustainability initiatives and the significance of digital cognition in helping businesses navigate environmental challenges, this study contributes to the literature. For managers at NTBFs looking to manage disclosure procedures and match sustainability objectives with business strategy, it provides valuable insights.</p>

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Green-hushing in new technology-based firms: how dynamic capabilities and digital cognition shape sustainable entrepreneurship

  • 期刊论文

  • 发表日期：

    2026年3月4日

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  • Rizwan Raheem Ahmed,
  • Rana Salman Anwar,
  • Dalia Streimikiene,
  • Justas Streimikis

摘要

Purpose

This study aims to examine the role of corporate green-hushing in New Technology-Based Firms (NTBFs) across Pakistan, China, and the UAE and its relationship with dynamic capabilities, digital cognition, pro-environmental identity, and sustainable entrepreneurship.

Method

Data were collected from 902 employees across 902 NTBFs in these three countries using adapted scales from prior research. This research employs PLS-SEM and JASP for path analysis, Model-Based Clustering, and neural network regression to identify patterns and predict sustainability outcomes.

Findings

The study found significant relationships among green-hushing and dynamic capability, digital cognition, and sustainable entrepreneurship. Firms with higher digital cognition and dynamic capabilities were more adept at engaging in sustainability initiatives while practicing selective disclosure. Additionally, a pro-environmental identity was positively associated with enhanced environmental protection efforts.

Originality/implications

By emphasizing the strategic role of green-hushing in sustainability initiatives and the significance of digital cognition in helping businesses navigate environmental challenges, this study contributes to the literature. For managers at NTBFs looking to manage disclosure procedures and match sustainability objectives with business strategy, it provides valuable insights.