Strategic convergence for sustainable public sector innovation: integrating green management and digital transformation in forest governance

Purpose – This paper investigates the convergence of Green Management and Digital Transformation within the Greek Forest Services, aiming to develop and validate an integrated framework that illustrates how the synergy of environmental and digital practices can enhance sustainability, organizational culture, and public sector performance. Design/methodology/approach – A pragmatic mixed-methods approach was adopted, based on post-positivist principles. A nationwide survey was conducted with employees and executives of the Forest Services. Quantitative data were analyzed using descriptive statistics, correlation analysis, factor analysis, and hypothesis testing. The empirical findings were interpreted through a theory-informed framework grounded in strategic and institutional literature. Findings – The results reveal strong interconnections among internal communication, digital readiness, cultural orientation, and staff engagement. Green Management is positively associated with employee satisfaction, while Digital Transformation contributes to operational efficiency but requires cultural assimilation and infrastructure modernization. The validated framework comprises four pillars: (1) Knowledge and Acceptance, (2) Organizational Culture and Behavior, (3) Digital Efficiency, and (4) Strategic Challenges and Opportunities. Research limitations/implications – The research is context-specific to Greece and forestry governance, which may limit generalizability. Nevertheless, it offers a theory-driven and empirically grounded foundation for future studies on integrated public sector innovation. Practical implications – The proposed framework can serve as a strategic tool for policymakers and public managers to guide reforms that combine sustainability and digitalization, especially in environmentally focused services. Originality/value – This study contributes to the emerging discourse on sustainable digital public administration by empirically validating a novel framework that integrates green and digital strategies. It addresses a literature gap by focusing on forestry governance, a sector often overlooked in digital transition research.