Going greener, performing better? The case of private family firms

In line with recent developments stressing the contextual sensitivity of performance implications sustainable development goals, this article explores relationship between green innovation adoption and in private family firms. Drawing on upper echelons theory, research suggests that influence is contingent upon two important family-firm specific sources top management team (TMT) diversity: involvement generational involvement. Using a sample 191 firms, our results show positive impact attenuated as ratio members involved TMT increases. contrast, higher number generations strengthens performance. Our findings contribute to scarce literature goals business context, type conditions ability firms turn behaviors into gains. • Green positively related diversity affects effectiveness. Family attenuates Generational