ABSTRACT
Green innovation has become a norm and crucial element of success for modern firms. Manufacturing firms come up with alternative ideas to achieve green innovation. This study proposes that green innovation can be enhanced by amalgamating green business strategies and mastering green competencies within a firm. It isolates itself from previous research by focusing on inherent internal competencies, which could bolster green innovation performance. This integration not only helps firms achieve green innovation but could also improve green value co-creation. Meanwhile, green value co-creation will also mediate the relationship between integrated competencies and green innovation. Data has been collected from the managers of original equipment manufacturers within Pakistan via survey. A total of 319 responses were analyzed using partial least squares structural equation modeling, and empirical results support the proposed hypotheses. The study's findings suggest that green competencies coupled with green business strategy positively influence green value co-creation and green innovation. Moreover, green value co-creation elevates firms' green performance and help firms to achieve green innovation. Consequently, theoretical and managerial implications are presented, which adds to this study's significance under the dynamic capability view.
Subject(s)
Commerce , PakistanABSTRACT
Prior studies have fallen short when examining the impact of religiosity on consumer values toward environmental preservation and green product switching behavior in religion-dominating countries. Moreover, green altruism has also received inadequate attention, and its role in causing green product switching behaviors remains unexplored. To address this gap, we introduce two novel constructs: green religiosity and green altruism. We examined their impact on consumers' values and switching behaviors regarding green products while using the value-belief theoretical underpinnings to posit our hypothesis. A survey approach is employed in the Electronics industry in Pakistan to validate our assertions. A total of 623 respondents' data were analyzed using structural equation modeling. The findings reveal that green religiosity positively impacts personal values and switching behavior in green products. In addition, green values partially mediate the relationship between green religiosity and green product switching behavior. Green altruism strengthens the relationship between personal values and product switching behavior as a moderator. Collective findings suggest that religion can play a crucial role in reshaping consumers' attitudes toward environmentally friendly products and influence their values regarding the preservation of the environment.
