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The Influence of Proactive Green Innovation and Reactive Green Innovation on Green Product Development Performance: The Mediation Role of Green Creativity

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  • Yu-Shan Chen

    (Department of Business Administration, National Taipei University, 151, University Rd., San Shia, New Taipei City 237, Taiwan)

  • Tai-Wei Chang

    (Department of Business Administration, National Taipei University, 151, University Rd., San Shia, New Taipei City 237, Taiwan)

  • Chun-Yu Lin

    (Department of Business Administration, National Taipei University, 151, University Rd., San Shia, New Taipei City 237, Taiwan)

  • Pi-Yu Lai

    (Department of Business Administration, National Taipei University, 151, University Rd., San Shia, New Taipei City 237, Taiwan)

  • Kuan-Hung Wang

    (Department of Business Administration, National Taipei University, 151, University Rd., San Shia, New Taipei City 237, Taiwan)

Abstract

This study fills the research gap in the exploration of the relationships between both proactive and reactive green innovations and green product development performance, and examines the mediating effect of green creativity. Structural equation modeling (SEM) is utilized to test the hypotheses. From the sample of 146 valid respondents, the results show that proactive green innovation positively affects green creativity and green product development performance, and green creativity positively affects green product development performance. In addition, our findings also indicate that the relationship between proactive green innovation and green product development performance is partially mediated by green creativity. Accordingly, green creativity plays a critical role for companies to achieve a great green product development performance. However, reactive green innovation does not significantly influence green creativity and green product development performance. Companies should develop proactive green innovation rather than reactive green innovation in order to enhance their green creativity and increase their product development performance.

Suggested Citation

  • Yu-Shan Chen & Tai-Wei Chang & Chun-Yu Lin & Pi-Yu Lai & Kuan-Hung Wang, 2016. "The Influence of Proactive Green Innovation and Reactive Green Innovation on Green Product Development Performance: The Mediation Role of Green Creativity," Sustainability, MDPI, vol. 8(10), pages 1-12, September.
    • Handle: RePEc:gam:jsusta:v:8:y:2016:i:10:p:966-:d:78708
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    References listed on IDEAS

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