Systems of values to build a sustainability-oriented culture for sustainability-oriented innovation

This study explores the specific system of values that effectively fosters a sustainability-oriented culture (SOC) within organisations. It investigates whether cultivating such a culture can lead to competitive advantages through sustainability-oriented innovation (SOI). Drawing on the competing values framework, we develop a conceptual model that illustrates how particular value systems give rise to an SOC, which in turn influences innovation focused on sustainability. Our findings confirm a positive relationship between SOC and SOI, highlighting the importance of fostering appropriate value systems as a foundational step in establishing both. In particular, the pronounced flexibility associated with the human resources (HR) and open systems (OS) dimensions of values emerges as a strong indicator for cultivating an SOC. This study contributes to the literature on organisational culture and sustainability by identifying the value systems that effectively support the development of a sustainability-oriented culture.