Abstract

Purpose: This study examines the relationships between green standards adoption, distribution channel innovation, and international business performance, with particular emphasis on the moderating role of technological capabilities in enhancing these relationships across global supply networks. Research design, data and methodology: The research employs a mixed-method approach combining PLS-SEM and fsQCA analyses of survey data collected from 400 international firms engaged in distribution operations. The theoretical framework integrates insights from UTAUT2, Dynamic Capabilities Theory, and Ecological Modernization Theory. Results: The findings reveal that green standards adoption positively influences both distribution channel performance and international investment outcomes, with technological capability serving as a crucial moderator. The fsQCA analysis identifies six distinct configurational patterns leading to superior performance, highlighting the equifinal nature of successful distribution channel management. These patterns demonstrate how different combinations of green standards implementation, technological capabilities, and market presence can lead to enhanced operational effectiveness and sustainable competitive advantage. Conclusions: The study advances theoretical understanding of sustainable distribution management by demonstrating how green standards and technological capabilities jointly contribute to enhanced performance outcomes. The findings provide practical guidance for managers seeking to optimize their distribution strategies while maintaining environmental responsibility in increasingly complex global markets.