Purpose: This study aims to discuss the influences of green innovation processes on sustainable development and proposes a research model linking green absorptive capacity, green dynamic capabilities and green service innovation with the aim of clarifying how these interactions operate within universities. Design/methodology/approach: Supported by a survey of sustainability researchers in Brazilian universities, a mediation-moderation analysis and partial least squares structural equation modelling approach is used to examine the influence of green absorptive capacity and green dynamic capabilities on green service innovation. Findings: This study reinforces that greening processes and products are relevant to an organization and provide information on the mechanisms for achieving greater sustainable performance. Research limitations/implications: Considering one of the dimensions of administrative science as being university management, this study provides information on the mechanisms to achieve better sustainable development in universities. Practical implications: This study contributes to the debate by adding the perception of university managers and provides guidance on new forms of management, which allows them to face changes while minimizing the disruption to the formation of organizational knowledge. Social implications: Universities are becoming increasingly active in promoting societal changes toward sustainable development. It is intended that the results of this research contribute to future research and act as a reference for researchers, professionals and policymakers. Originality/value: The concept of green absorption capacity in universities is relatively new and has not yet been investigated completely with respect to its association with university management and organizational structures.