E-Consumers and their Agile Qualities as Creators of Eco-Innovations: A Case Study

Purpose: The aim of the article is to illustrate the phenomenon of "green innovation" by e-consumers and to analyze the relationship between the intensification of this phenomenon and the development of their agility. Design/Methodology/Approach: The study was conducted in 2020 on a random sample of 330 enterprises. The respondents were top managers. The methods used in the study were PAPI as well as CAWI. In the first stage of the analysis, a valuation of the level of manifestation of the characteristic features of teal organizations concept was carried out with the use of a 5-point Likert scale. The second stage involved creating a model through which e-consumers create green innovations and implementing it in chosen Polish companies. Findings: An in-depth analysis of the literature on the topic and the studies demonstrate a close correlation between the adoption of agile characteristics by e-consumers and the creation of "green innovations" by them. It was assumed that contemporary businesses exhibit characteristics of Teal organizations that are observable in their activities and management, but the extent of these features depends on a variety of factors. Practical Implications: A proprietary model through which e-consumers create green innovations was invented and implemented in a Polish company “Zakład Zieleni i Rekultywacji”. The implementation of the model in other companies may facilitate removing barriers and thus the range of innovation implementation by e-consumers may be extended. Originality/Value: The model invented is a pioneer attempt to remove the barriers of innovation implementation co-created by consumers. The authors believe that the research conducted may diversify and augment the literature concerning Teal organizations and the role of e-consumers in green innovations as well as may stimulate the cooperation between companies and consumers in the field of innovations implementation.