RESEARCH ON THE INTERNAL MOTIVATION OF GREEN INNOVATION IN ENTERPRISES

Abstract

This paper mainly establishes the internal driving model of enterprises' green innovation behavior, deeply studies the internal factors that affect enterprises' green innovation, and analyzes its influencing mechanisms. Based on the theories of planned behavior, reputation theory, and political promotion championship theory, this paper deeply explores the internal driving factors and influencing relationships of corporate green innovation behavior from the perspective of micro-research within enterprises and further examines the characteristics of enterprises such as enterprise size, enterprise nature, and industry attributes. This paper explores whether there is a moderating effect on the internal driving force of green innovation behavior.
 The results show that: (1) the motivation of enterprises to avoid environmental penalties, the motivation to obtain environmental protection honors, and the motivation for political promotion of senior executives of state-owned enterprises all have a promoting effect on the green innovation behavior of enterprises; (2) In state-owned enterprises, the motivation for avoiding environmental penalties, the motivation for obtaining environmental protection honors, and the motivation for executive promotion have a better positive impact on green innovation than that of non-state-owned enterprises. The conclusions of this study broaden the research perspective of the related fields of green innovation behavior, enrich the theoretical research scope of the influencing factors of corporate green innovation behavior, and enrich the relevant research on the influence of enterprise characteristics on corporate behavior. It will help to improve the scientific formulation of supervision and incentive mechanisms by government managers, provide methods for enterprises to improve the efficiency of environmental governance, and also help the public to recognize and understand the internal influencing factors of corporate green innovation, providing a new perspective for social supervision.