Although extant research has consistently shown that self-leadership is vital in influencing innovative work behavior, the fundamental mechanisms behind this relationship remain unclear. This study addresses this gap by examining the mediating role of goal-striving and goal-generation in the relationship between self-leadership and innovative work behavior. In total, 286 participants were included in this study. The results revealed that self-leadership plays a significant role in enhancing innovative work behavior. The study also showed that goal generation mediated the relationship between self-leadership and innovative work behavior, but there is insufficient evidence to confirm goal striving as a mediator behind this relationship. The study contributes to our understanding of the fundamental mechanisms behind the relationship between self-leadership and innovative work behavior. It also provides practical implications for organizations seeking to enhance innovative work behavior.