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Abstract: Environmental issues have become a key factor in the sustainable development. The main objective of this study is to explore the relationship between internal green digital transformation leadership and external normative pressures on the organization's sustainable innovation and development. Both transformational leadership theory and stakeholder theory are adopted in the theoretical framework, the direct and mediated effect have been explored. A total of 250 respondents were collected. The empirical results confirm the positive relationship between green digital transformation leadership, green innovation and sustainable development. This result highlights that green digital transformation leadership can enable an organization's employees to proactively engage in environmentally friendly and energy efficient behaviors. This enables organizations to achieve sustainable development and green innovation. Second, the positive link between normative pressure, green innovation and sustainable development was confirmed. This result suggests that normative pressure can be considered as an external driver of organizational sustainability goals. Continued social concern for corporate environmental protection will motivate organizations to pursue green innovation and sustainable development. Finally, linking internal and external factors to sustainable development through the mediating role of green innovation. The research findings provide recommendations for entrepreneurs to formulate organizations strategies and have practical significance for organizations to comply with the UN Sustainable Development Goals.

Keywords: Green Digital Transformation Leadership; Normative Pressures; Green innovation; Sustainable development