Research on the impact of managers' green environmental awareness and strategic intelligence on corporate green product innovation strategic performance.

Abstract

This article discusses the impact of corporate managers' green environmental awareness and strategic intelligence on the formulation of corporate green product innovation strategies and their relationship with marketing performance. As the pre-factors affecting innovation, the green environmental awareness and strategic intelligence will affect the formulation and implementation of corporate green product innovation strategies, thereby promoting corporate performance. According to the regression analysis of 367 questionnaires from heavily polluting enterprises, it can be seen that managers’ green environmental awareness is positively correlated with green product technological innovation and design innovation strategies. Managers’ meta-cognitive strategic intelligence does not have a moderating effect on the relationship between green environmental awareness and green product technological innovation strategy, but has a significant positive moderating effect on the green product design innovation strategy. Managers’ motivational strategic intelligence has a positive influence on the relationship between green environmental awareness and green product technology and design innovation strategy. In addition, the implementation of green product innovation strategies directly promotes the improvement of marketing performance. The above conclusions can provide inspiration or companies during the new opportunity period to transform managers' environmental awareness and strategic intelligence into corporate performance by using green product innovation strategies.