Driving SDG-Oriented Growth: The Role of Innovation and Creativity in Enhancing Sustainable Workplace Productivity

Abstract

Achieving sustainable productivity is increasingly essential for higher education institutions (HEIs) in supporting the Sustainable Development Goals (SDGs), particularly SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation, and Infrastructure). This study examines the influence of innovation and creativity on sustainable productivity in the context of Public Universities with Legal Entity (PTNBH) in Central Java, Indonesia. Using a quantitative approach, data were collected from 150 academic and administrative staff and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that both innovation (β = 0.367, p < 0.001) and creativity (β = 0.442, p < 0.001) significantly and positively influence sustainable productivity. The results underscore the complementary roles of structural change and human-centered ideation in driving productivity aligned with sustainability goals. This study contributes theoretically by highlighting the dual importance of innovation and creativity within HEIs, and offers managerial insights for embedding these elements into institutional strategies to foster long-term sustainable performance.