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Green innovation and brand equity: moderating effects of industrial institutions

Author

Listed:
  • Qiong Yao

    (Jinan University)

  • Suzhen Zeng

    (Jinan University)

  • Shibin Sheng

    (University of Alabama at Birmingham)

  • Shiyuan Gong

    (Jinan University)

Abstract

In recent decades, firms increasingly engage in green innovation activities to address the bourgeoning environmental crisis. Despite the importance of green innovation in determining firms’ competitive advantages, few studies examine its effect on brand equity. By drawing on green innovation literature and institutional theory, this study examines the effects of green product innovation and green process innovation on brand equity, as well as the moderating role of industrial institutional environments. An empirical test of cross-sectional panel data collected from various archival sources from China confirms the positive impact of green innovation on brand equity and the contingent role of industrial institutions, including regulation intensity, industry innovation speed, and pollution intensity. The study thus provides important theoretical and managerial implications.

Suggested Citation

  • Qiong Yao & Suzhen Zeng & Shibin Sheng & Shiyuan Gong, 2021. "Green innovation and brand equity: moderating effects of industrial institutions," Asia Pacific Journal of Management, Springer, vol. 38(2), pages 573-602, June.
    • Handle: RePEc:kap:asiapa:v:38:y:2021:i:2:d:10.1007_s10490-019-09664-2
    DOI: 10.1007/s10490-019-09664-2
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    11. Feifei Yu & Dong Jiang & Teng Wang, 2022. "The impact of green innovation on manufacturing small and medium enterprises corporate social responsibility fulfillment: The moderating role of regional environmental regulation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(3), pages 712-727, May.
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