External involvement and green product innovation: The moderating role of environmental uncertainty

Rapid economic growth has led to economic activities which have caused extensive environmental damage to the planet. Companies have sought to adapt their business methods to reduce their carbon footprint in order to meet regulations, satisfy consumer preferences and keep up with changing societal expectations. The relationship between institutional pressure and green product performance will be an important issue in corporate green management. This article looked through the lens of green innovation and explored the moderating role of green brand image between green product innovation and new green product success. Utilising the data of 243 managers in Mainland China, structural equation modelling results found that institutional pressure is positively correlated to green transformational leadership, green transformational leadership is positively correlated to green process innovation, green process innovation is positively correlated to green product innovation, green product innovation is positively correlated with new green product success, green brand image moderates the relationship between green product innovation and new green product performance. The research results provide theoretical and practical implications for enterprises to relieve institutional pressure and build specific green competitive advantages.

Download Full-text

An Investigation of Green Product Innovation on Consumer Repurchase Intention: The Mediating Role of Green Customer Value

Journal of Environmental Management and Tourism ◽

10.14505//jemt.11.3(43).16 ◽

2020 ◽

Vol 11 (3) ◽

pp. 622 ◽

Cited By ~ 1

Author(s):

Murry Harmawan SAPUTRA ◽

Bening KRISTYASSARI ◽

Naili FARIDA ◽

Elia ARDYAN

Keyword(s):

Product Innovation ◽

Customer Value ◽

Critical Role ◽

Partial Least Square ◽

Equation Modeling ◽

Green Product ◽

Repurchase Intention ◽

Green Products ◽

Green Product Innovation

This study examines the critical role of green customer value in order to increase purchase intention based on green products. Data analysis techniques were carried out using Structural Equation Modeling with Partial Least Square (SEM-PLS). The respondents used in this study were the low-cost green car (LCGC) users in Central Java, Indonesia. The number of samples used was 240, with a purposive sampling technique. The findings of this study indicate that all hypotheses are supported. Green customer value is also proven to mediate (partial mediation) the relationship between green product innovation and repurchase intention. This explains that environmentally friendly product innovation by companies will be able to increase consumer buying interest if green customer value can be proven to be encouraged. The results also show that the consumer repurchase intention is influenced by consumer attitudes towards green brands and the quality perceived by consumers in the green products they use. This finding contributes theoretically and practically.

Download Full-text