Technology Assimilation and Embarrassment in SMEs: The Mediating Effect on the Relationship of Green Skills and Organizational Reputation

Embarrassment is one of the worst enemies of knowledge management because with it you will not be able to share knowledge. Indeed, many engineers are embarrassed for asking about the effect that technology can have in effective environmental solutions because they will be perceived as less intelligent, distracted, or simply incompetent. However, those who are afraid to ask are ashamed to learn too, and when this happens the reputation of the company suffers. The main purpose of this article is to examine the effect of green skills on organizational reputation through technology assimilation and avoiding embarrassment. A conceptual model was proposed, and the article utilizes data collected through a survey instrument. The data provided by 208 SMEs based in the textile industry is analyzed using SmartPLS 3. Results show that technology assimilation supported by green skills not only could avoid or mitigate the effect of stress, anxiety, and fears caused by embarrassment, but they also support organizational reputation.