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Bridging the gap between corporate social responsibility and new green product success: The role of green organizational identity

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  • Wenhao Song
  • Shengce Ren
  • Jun Yu

Abstract

In this study we explore the relationship between corporate social responsibility and new green product success based on organizational identity theory. The hypotheses are tested on a sample of 150 companies in China. The results indicate that corporate social responsibility positively affects both green organizational identity and green adaptive ability. We also find that green organizational identity and green adaptive ability are positively influences on new green product success. In addition, we find that green organizational identity partially mediates the relationship between corporate social responsibility and green adaptive ability. Moreover, green organizational identity fully mediates the link between corporate social responsibility and new green product success. This means that corporate social responsibility indirectly and positively affects new green product success through green organizational identity. These results suggest that managers should seek to enhance their organizational sense of green identity and improve their organizational green adaptive ability, which will facilitate their firm's sustainable development. The theoretical and practical implications of these findings for environmental policy are also discussed.

Suggested Citation

  • Wenhao Song & Shengce Ren & Jun Yu, 2019. "Bridging the gap between corporate social responsibility and new green product success: The role of green organizational identity," Business Strategy and the Environment, Wiley Blackwell, vol. 28(1), pages 88-97, January.
    • Handle: RePEc:bla:bstrat:v:28:y:2019:i:1:p:88-97
    DOI: 10.1002/bse.2205
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    3. Xinpeng Xing & Jianhua Wang & Lulu Tou, 2019. "The Relationship between Green Organization Identity and Corporate Environmental Performance: The Mediating Role of Sustainability Exploration and Exploitation Innovation," IJERPH, MDPI, vol. 16(6), pages 1-16, March.
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    6. Tai-Wei Chang, 2020. "Corporate Sustainable Development Strategy: Effect of Green Shared Vision on Organization Members’ Behavior," IJERPH, MDPI, vol. 17(7), pages 1-20, April.
    7. Tai-Wei Chang & Yen-Li Yeh & Hung-Xin Li, 2020. "How to Shape an Organization’s Sustainable Green Management Performance: The Mediation Effect of Environmental Corporate Social Responsibility," Sustainability, MDPI, vol. 12(21), pages 1-19, November.
    8. Jiang, Kan & Zheng, Junyuan & Luo, Shaohua, 2024. "Green power of virtual influencer: The role of virtual influencer image, emotional appeal, and product involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    9. Khaddage-Soboh, Nada & Yunis, Manal & Imran, Muhammad & Zeb, Faheem, 2024. "Sustainable practices in Malaysian manufacturing: The influence of CSR, transformational leadership, and green organizational culture on environmental performance," Economic Analysis and Policy, Elsevier, vol. 82(C), pages 753-768.
    10. Wenfei Xia & Baizhou Li & Shi Yin, 2020. "A Prescription for Urban Sustainability Transitions in China: Innovative Partner Selection Management of Green Building Materials Industry in an Integrated Supply Chain," Sustainability, MDPI, vol. 12(7), pages 1-25, March.
    11. Alice Falchi & Gilles Grolleau & Naoufel Mzoughi, 2022. "Why companies might under‐communicate their efforts for sustainable development and what can be done?," Business Strategy and the Environment, Wiley Blackwell, vol. 31(5), pages 1938-1946, July.
    12. Anette Hallin & Tina Karrbom‐Gustavsson & Peter Dobers, 2021. "Transition towards and of sustainability—Understanding sustainability as performative," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 1948-1957, May.
    13. Kumar, Mukesh & Raut, Rakesh D. & Mangla, Sachin Kumar & Chowdhury, Soumyadeb & Choubey, Vikas Kumar, 2024. "Moderating ESG compliance between industry 4.0 and green practices with green servitization: Examining its impact on green supply chain performance," Technovation, Elsevier, vol. 129(C).
    14. J. Alfredo Flores‐Hernández & Jesús J. Cambra‐Fierro & Rosario Vázquez‐Carrasco, 2020. "Sustainability, brand image, reputation and financial value: Manager perceptions in an emerging economy context," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(4), pages 935-945, July.
    15. Biju A. V. & Vijaya Kumar M. & Akhil M. P., 2022. "Assessing the Effect of Work From Home on the Work-Life Balance of IT Employees," International Journal of Human Capital and Information Technology Professionals (IJHCITP), IGI Global, vol. 13(1), pages 1-14, January.
    16. Xu, Yong & Zhao, Xin & Wang, Jian & Xie, Peijun, 2023. "Clarifying the dispute of corporate social responsibility: Evidence from green technological innovation," Technology in Society, Elsevier, vol. 75(C).
    17. Di Luan & Hongjun Cao & Tongkun Qu, 2023. "How Does Corporate Green Innovation Strategy Translate into Green Innovation Performance Based on Chain Mediation?," Sustainability, MDPI, vol. 15(16), pages 1-20, August.
    18. Yuan, Baolong & Cao, Xueyun, 2022. "Do corporate social responsibility practices contribute to green innovation? The mediating role of green dynamic capability," Technology in Society, Elsevier, vol. 68(C).
    19. Ajay Kumar & Jyotirani Gupta & Niladri Das, 2022. "Revisiting the influence of corporate sustainability practices on corporate financial performance: An evidence from the global energy sector," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3231-3253, November.
    20. Tsekouropoulos, Georgios & Koliouska, Christiana & Theocharis, Dimitrios & Andreopoulou, Zacharoula, 2018. "Green products: digital marketing and consumer behavior for sustainability," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 0(Issue 2).
    21. Xiaoyan Huo & Arooj Azhar & Nabeel Rehman & Nauman Majeed, 2022. "The Role of Green Human Resource Management Practices in Driving Green Performance in the Context of Manufacturing SMEs," Sustainability, MDPI, vol. 14(24), pages 1-20, December.

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