Improving Green Product Innovation through Green Market Orientation under Environmental Dynamism: A Moderating Model

Qu, Kejin; Liu, Zuoming

doi:10.2139/ssrn.3583924

Cited by 5 publications

(5 citation statements)

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“…The study examined GSE by 5 items developed by [76]. Green product innovation was measured by 8 items 4 items from the study of [77] and 4 items from the study of [78] (Table 1). "It is important for our business that we understand our customers or potential customers' wishes and needs."…”

Section: Methodsmentioning

confidence: 99%

Assessing the Relationship between Market Orientation and Green Product Innovation: The Intervening Role of Green Self-Efficacy and Moderating Role of Resource Bricolage

et al. 2021

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Environmental issues have gradually gained attention in the last decade because of increased global warming and high waste production. Therefore, this article aims to add value to the environment management research by analyzing green product innovation through market orientation. Moreover, this study includes green self-efficacy as a mediator, being less focused in the past literature to examine employees’ confidence in innovating green products according to customers’ needs. In addition, resource bricolage is also introduced as a moderator because fewer studies display the empirical results about organizations producing or tend to produce innovated green products with a limited number of resources. Data were collected from 477 employees of small and medium-sized enterprises using a self-administered questionnaire in Pakistan. Empirical results revealed by SmartPLS software delineate that market orientation has a positive and significant impact on green self-efficacy and green product innovation. Moreover, green self-efficacy shows a significant mediation impact between market orientation and green product innovation. Additionally, resource bricolage also moderates the relationship between market orientation and green product innovation. Overall, the study contributes to theoretical and practical knowledge about green product innovation in tackling the world’s environmental issues.

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Section: Methodsmentioning

confidence: 99%

Assessing the Relationship between Market Orientation and Green Product Innovation: The Intervening Role of Green Self-Efficacy and Moderating Role of Resource Bricolage

et al. 2021

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“…In this study, GMO is operationalized as an annexe of market orientation that describes a firm’s philosophy and strategic direction towards discovering business strategies that meet the green needs of customers via delivering eco-friendly products or services. GMO was measured using five adapted items from previous scholars (Qu and Liu, 2020; Li et al , 2018; Papadas et al , 2017). LM is operationalized as a range of management principles or strategies that is centred on continuous improvement and the creation of value for customers via detecting, reducing or possibly eliminating waste.…”

Section: Methodsmentioning

confidence: 99%

“…The GMO perspective makes it possible for firms to appreciate environmental and societal challenges. As such, some scholars (Fraj et al , 2013; Qu and Liu, 2020) contend that GMO can support firms to develop unique competences and align their operations with environmental pressures, achieve sustainability targets and meet the requirements of stakeholders. GMO allows companies to obtain green-based information about their suppliers, customers and environmental trends in the market (Chen et al , 2015).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

“…On the potential mediation of LM between GMO and GR, it is presumed that GMO cause organizations to adopt actions that have green intents, such as LM (Qu and Liu, 2020), which, in turn, influence firms’ GR (De Giovanni and Cariola, 2020; Dhingra et al , 2014). Firms with robust culture for GMO tend to deploy LM-based methodologies (Ali et al , 2017), and such LM methods help improve company image and reputation (Kuo and Lin, 2020).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

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Green market orientation, green value-based innovation, green reputation and enterprise social performance of Ghanaian SMEs: the role of lean management

Afum

Agyabeng‐Mensah

Baah

et al. 2023

JBIM

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Purpose This study aims to investigate the intervening role of lean management (LM) in the direct relationships between green market orientation, green value-based innovation, green reputation and enterprise social performance. Design/methodology/approach Data for the study is carefully garnered from 217 managers in Ghanaian small- and medium-sized enterprises. The methodological technique used to validate all hypothesized relationships is partial least squares structural equation modelling. Findings The empirical results of the study suggest that although green market orientation has a positive impact on green value-based innovation, the effect is not significant. However, the results confirm that green market orientation has a significant positive impact on green reputation and enterprise social performance. The results further suggest that LM has a significant positive impact on green value-based innovation, green reputation and enterprise social performance. The mediation analysis provides empirical evidence to suggest that LM fully mediates the relationship between green market orientation and green value-based innovation. Lastly, the results of the mediation analysis suggest that LM plays a complementary partial mediation role between green market orientation, green reputation and enterprise social performance. Originality/value Despite the flourishing research on green market orientation in marketing management and environmental literature, no study has been carried out to explore the intervening role of LM in the relationships between green market orientation, green value-based innovation, green reputation and enterprise social performance. Thus, considering LM as a missing link between green market orientation, green value-based innovation, green reputation and enterprise social performance is a noteworthy research gap which this study fills.

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“…Eco-market orientation (EMO) has been touted by some scholars (Chen et al, 2015;Li et al, 2018) as an environmental management offspring that robustly helps corporate managers to recognize the essence of ecological concerns facing their firms. Contemporary firms obtain a holistic perspective of market conditions and effectively accumulate green information about their customers and competitors when they employ EMO (Qu and Liu, 2020). Consequently, logistics companies may enjoy a superior green value-based competitive advantage and improve social performance when they rely on EMO (Masa'deh et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

Eco-market orientation in the logistics industry: a conveyor belt for achieving organizational outcomes via green logistics practices

Afum

Agyabeng‐Mensah

Baah

et al. 2022

IJLM

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PurposeThe compounding impacts of climate change has mobilised unstinting endeavours of researchers, ecologists and corporate leaders to explore new ways for the logistics industry to manage environmental problems, improve social outcomes and gain competitive advantage. The purpose of this study is to investigate the mediation roles of inbound green logistics practices and outbound green logistics practices between eco-market orientation, green value competitiveness and social sustainability.Design/methodology/approachBy employing explanatory research design, with questionnaire-based survey, data for the study was collected from Ghanaian logistics firms. The data is analysed using the partial least square structural equation modelling.FindingsThe results indicate that eco-market orientation has a significant positive impact on green value competitiveness. However, eco-market orientation was found to have an insignificant impact on social sustainability. The results further confirmed the notion that eco-market orientation substantially strengthens the implementation of inbound green logistics practices and outbound green logistics practices. Specifically, the mediation analysis confirmed that inbound green logistics practices and outbound green logistics practices serve as indirect mechanisms through which eco-market orientation significantly influences green value competitiveness and social sustainability.Originality/valueCompared to previous literature, this is a pioneer study that develops an explanatory research framework under the lenses of the natural resource-based theory, stakeholder theory and resource advantage theory in illuminating how inbound green logistics practices and outbound green logistics practices act as mediation mechanisms between eco-market orientation and green value competitiveness and eco-market orientation and social sustainability.

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Improving Green Product Innovation through Green Market Orientation under Environmental Dynamism: A Moderating Model

Cited by 5 publications

References 0 publications

Assessing the Relationship between Market Orientation and Green Product Innovation: The Intervening Role of Green Self-Efficacy and Moderating Role of Resource Bricolage

Assessing the Relationship between Market Orientation and Green Product Innovation: The Intervening Role of Green Self-Efficacy and Moderating Role of Resource Bricolage

Green market orientation, green value-based innovation, green reputation and enterprise social performance of Ghanaian SMEs: the role of lean management

Eco-market orientation in the logistics industry: a conveyor belt for achieving organizational outcomes via green logistics practices

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