Institutional Pressure and Green Product Success: The Role of Green Transformational Leadership, Green Innovation, and Green Brand Image.

Jian Zhou,Lucinda Sawyer,Adnan Safi

doi:10.3389/fpsyg.2021.704855

Abstract

Rapid economic growth has led to economic activities which have caused extensive environmental damage to the planet. Companies have sought to adapt their business methods to reduce their carbon footprint in order to meet regulations, satisfy consumer preferences and keep up with changing societal expectations. The relationship between institutional pressure and green product performance will be an important issue in corporate green management. This article looked through the lens of green innovation and explored the moderating role of green brand image between green product innovation and new green product success. Utilising the data of 243 managers in Mainland China, structural equation modelling results found that institutional pressure is positively correlated to green transformational leadership, green transformational leadership is positively correlated to green process innovation, green process innovation is positively correlated to green product innovation, green product innovation is positively correlated with new green product success, green brand image moderates the relationship between green product innovation and new green product performance. The research results provide theoretical and practical implications for enterprises to relieve institutional pressure and build specific green competitive advantages.

Highlights

Rapid economic growth has led to economic activities which have caused extensive environmental damage to the planet (Wang et al, 2021; Xu et al, 2021)
In terms of its main contribution, this paper explores how institutional pressure can affect the success of new green products on the market, through the lens of green innovation and green brand image
We used the Pearson Correlation and results show that all the variables in our model show a correlation at the 0.05 significant level or lower, expect for green transformational leadership to green product innovation and green transformational leadership to green brand image

Summary

Introduction

Rapid economic growth has led to economic activities which have caused extensive environmental damage to the planet (Wang et al, 2021; Xu et al, 2021). Internal and international pressures have increased pressure on governments and companies to adapt economic practices, Green Innovation and Brand Image in order to reduce or neutralise environmental impact of activities (Xu et al, 2021). This has in turn filtered down into management practices (Weng et al, 2015). Firms have had to adapt their practices to accommodate these policies (Qi et al, 2021)

Methods

Results

Conclusion