Abstract
This study fills the research gap in the exploration of the relationships between both proactive and reactive green innovations and green product development performance, and examines the mediating effect of green creativity. Structural equation modeling (SEM) is utilized to test the hypotheses. From the sample of 146 valid respondents, the results show that proactive green innovation positively affects green creativity and green product development performance, and green creativity positively affects green product development performance. In addition, our findings also indicate that the relationship between proactive green innovation and green product development performance is partially mediated by green creativity. Accordingly, green creativity plays a critical role for companies to achieve a great green product development performance. However, reactive green innovation does not significantly influence green creativity and green product development performance. Companies should develop proactive green innovation rather than reactive green innovation in order to enhance their green creativity and increase their product development performance.
Highlights
Along with industrial evolution and development, the negative effects derived from industrial activities on the environment have become a global issue [1]
We summarize the literature on proactive green innovation, reactive green innovation, green creativity, and green product development first
Based on the above discussion, we argue that reactive green innovation is associated with green product development performance and argue the following hypothesis: Hypothesis 4 (H4)
Summary
Along with industrial evolution and development, the negative effects derived from industrial activities on the environment have become a global issue [1]. Chen et al [9] defined “green innovation” as hardware or software innovation that is related to green products or processes, including innovation in technologies that are involved in energy-saving, pollution prevention, waste recycling, green product designs or corporate environmental management. Prior research has broadly discussed related issues regarding green product development performance, significant gaps exist with respect to the impacts of proactive and reactive green innovations on green product development performance. We bridged the research gap by proposing a research framework with four novel constructs: proactive green innovation, reactive green innovation, green creativity, and green product development performance. Since green product development is increasingly important for firms in the era of environmentalism, the research framework was examined to help companies better understand how to improve their green product development performance through key factors such as green innovation and green creativity. We made conclusions and discussions about the findings, implications, and possible directions for future research
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