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Based on studies combining sustainable development competencies and green consumption values, this paper aims to explore the relationship between Generation Z's sustainable development competencies and green consumption values and to determine how sources of sustainable knowledge acquisition moderate this relationship.

The data collected from 1,570 students were analyzed using structural equation modeling.

Our research confirms that sustainable development competencies positively and significantly impact Generation Z’s attitudes toward green consumption values. Furthermore, sources of sustainability knowledge acquisition moderate the relationship between sustainability literacy and Generation Z attitudes toward green consumption values. The findings suggest that the acquisition of sustainability knowledge from multiple sources is critical in shaping Generation Z attitudes toward green consumption values.

The key to increasing attitudes toward green consumption values among Generation Z is to provide access to sources of sustainable development knowledge acquisition. Adequate information support generated by sources of sustainable development knowledge acquisition can help shape attitudes toward green consumption values that translate into appropriate purchasing decisions.

The survey indicates the significance of diversifying sources of sustainable development knowledge. Although the study received results suggest that Generation Z’s sustainable development competencies influence attitudes toward green consumption values, they allow us to note that much greater effects are generated when a variety of sources of sustainable development knowledge acquisition are used. Thus, it is desirable not only to communicate about sustainable development but also to tailor the sources of sustainable development knowledge acquisition to the audience’s expectations are desirable.

This study analyzes the relationships between sustainable development competencies and green consumption attitudes, thus filling the gap in sustainable development competencies research and broadening its scope. The results indicate the need to change attitudes through the development of competencies that should enable active and responsible participation in sustainability. At the same time, the research shows some links between green consumption and purchasing behavior, suggesting the influence of green consumption values and orientations on sustainable and environmentally friendly consumption.

Being open-minded means listening to others’ proposals, even if they go against our criteria. Although having an open mindset is the key to “open innovation,” we find that many managers are reluctant to make sustainable changes, either because they prefer to stick to what they know and prefer to stay in their comfort zone or just because they are embarrassed to assume errors or ignorance in certain issues of an environmental nature. The study aims to examine the role of green skills in overcoming defensive rigidity and defensive embarrassment barriers that hinder open innovation.

A questionnaire-based survey was administered to 208 SMEs in the Spanish textile industry. The data collected were processed and analyzed using the partial least squares structural equation modeling technique (PLS-SEM) and SmartPLS 4.

The study reveals that green skills significantly contribute to the development of open innovation and the mitigation of defensive routines among managers. This indicates that equipping managers with green skills can reduce their defensive rigidity and embarrassment, thereby fostering a more open and innovative organizational culture.

This research is original in its focus on the Spanish textile industry and its exploration of the specific psychological barriers that managers face in adopting sustainable innovations. By highlighting the importance of green skills, it provides a novel perspective on overcoming defensive routines to promote open innovation.