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Do green motives influence green product innovation? The mediating role of green value co‐creation

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  • Ching‐Hsun Chang

Abstract

This empirical study tests hypotheses using a questionnaire survey to explore the positive effect of green motives on green product innovation performance through the mediator of a novel construct, green value co‐creation, in Taiwanese manufacturing companies. In this study, three green motives are examined: instrumental, relational, and moral motives. Green value co‐creation is divided into two parts: green co‐production and green value‐in‐use. This research reveals that moral motives are a much stronger driver than instrumental and relational motives. This study also determines that instrumental and moral motives have positive effects on green product innovation performance. However, no positive associations are observed among relational motives green co‐production, green value‐in‐use, and green product innovation performance. This study suggests that Taiwanese manufacturing companies should invest more resources to enhance moral motives, because they are positively associated with green value co‐creation and green product innovation performance.

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  • Ching‐Hsun Chang, 2019. "Do green motives influence green product innovation? The mediating role of green value co‐creation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 330-340, March.
    • Handle: RePEc:wly:corsem:v:26:y:2019:i:2:p:330-340
    DOI: 10.1002/csr.1685
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    3. Eduardo Ordonez‐Ponce & Amelia Clarke, 2020. "Sustainability cross‐sector partnerships: The strategic role of organizational structures," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2122-2134, September.
    4. Fabien Martinez, 2022. "Organizational change in response to environmental complexity: Insights from the business model innovation literature," Business Strategy and the Environment, Wiley Blackwell, vol. 31(5), pages 2299-2314, July.
    5. Lu Qiu & Xiaowen Jie & Yanan Wang & Minjuan Zhao, 2020. "Green product innovation, green dynamic capability, and competitive advantage: Evidence from Chinese manufacturing enterprises," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(1), pages 146-165, January.
    6. Alwyn Lim & Shawn Pope, 2022. "What drives companies to do good? A “universal” ordering of corporate social responsibility motivations," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(1), pages 233-255, January.
    7. Prasad Siba Borah & Courage Simon Kofi Dogbe & Michael D. Dzandu & Wisdom Wise Kwabla Pomegbe, 2023. "Forging organizational resilience through green value co‐creation: The role of green technology, green operations, and green transaction capabilities," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5734-5747, December.
    8. Hailan Guo & Ming Dong & Christos Tsinopoulos & Mengyuan Xu, 2024. "The influential capacity of carbon neutrality environmental orientation in modulating stakeholder engagement toward green manufacturing," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 292-310, January.
    9. Mariia Bordian & Irene Gil-Saura, 2021. "Do IMC and Ecological Knowledge Drive Value Co-Creation? The New Way to Loyalty in Hospitality," Sustainability, MDPI, vol. 13(19), pages 1-15, September.
    10. Mariia Bordian & Irene Gil-Saura & Gloria Berenguer-Contri & María-Eugenia Ruiz-Molina & Antonio Marín-García, 2024. "Boost effect of sustainable practices and relational innovation on value co-creation and brand equity: outcomes of hotel size moderation," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 717-733, September.
    11. Sheikh Farhan Ashraf & Cai Li & Muhammad Umair Wattoo & Majid Murad & Babak Mahmood, 2024. "Green horizons: Unleashing green innovation through green business strategies and competencies," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4233-4251, July.

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