Abstract
Green product innovation (GPI) is a cornerstone of environmental management. Recent reviews on GPI have shown that research on GPI antecedents has mainly focused on identifying specific factors influencing the use of GPI. However, most studies lack a comprehensive theoretical explanation of the findings. In this study, which is based on a sample of 303 Swedish small manufacturing firms, antecedents to GPI are examined using the attention-based view of the firm. Two attentional perspectives, namely, entrepreneurial orientation and environmental sustainability orientation, were found to positively influence the use of GPI. Moreover, situated attention, in terms of competitive intensity, strengthens the relationship between entrepreneurial orientation and GPI. The study highlights the usefulness of an attention-based view on GPI and environmental management in small firms.
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