Influence of eco-product innovation and firm reputation on corporate social responsibility and competitive advantage: A mediation-moderation analysis

Eco-product innovation is a response to environmental legislation and social responsibility movements. Established agricultural manufacturers must figure out how to use green ideas and reputation to compete for business excellence. This study adopted a knowledge-based approach to examine corporate social responsibility and competitive advantage. This study also examined how eco-product innovation and reputation affect firms' competitive advantage. The proposed model was tested on 427 Nigerian agro-allied manufacturers using causal pathways and structural equation modeling. Business competition is directly and indirectly affected by corporate social responsibility, eco-product innovations, and firm reputation. Additionally, eco-product innovation partially mediated the nexus between corporate social responsibility and competitive advantage, while reputation moderated the influence of eco-product innovation. The findings suggest that manufacturers pursuing green initiatives should strive to participate in an eco-friendly competition and deal with policy pressures in order to meet environmental standards. Overall, this study adds the environment and business competition to the idea of innovation.