Improving Green Product Innovation through Green Market Orientation under Environmental Dynamism: A Moderating Model

Green product innovation has been used as a strategic tool to increase sustainability in response to the rising concerns regarding the adverse effect of business activities on the environment. Finding ways to increase green product innovations is an urgent issue faced by many managers. This study proposes a conceptual framework to study a company's green product innovation by investigating the role of green market orientation and identify the three components in improving it. Moreover, environmental dynamism in market and technology is investigated regarding the moderation effect in shaping the relationship between green market orientation and green product innovation. The conceptual framework is tested empirically by using the data collected from 231 companies in China. This study makes contributions to the literature in finding ways to improve green product innovation by building proper organizational culture, green market orientation under certain environmental dynamism. This finding is also useful for real-world practitioners in finding practical ways to increase green product innovation to achieve competitive advantage.