Title: Identifying the effects of green market orientation and environmental dynamism in improving green product innovation

Authors: Zuoming Liu; Kejin Qu; Chunhui Wang; Huaqing Wang

Addresses: Department of Marketing and Management, Mike Cottrell College of Business, University of North Georgia, 3820 Mundy Mill Rd., Oakwood, GA, 30566, USA ' School of Economics and Management, Shandong Youth University of Political Science, 31699 Jingshi E Rd., Licheng District, Jinan, Shandong, 250102, China ' School of International Trade and Economics, Shandong University of Finance and Economics, 40 ShunGeng Rd., Jinan, Shandong, 250014, China ' Rinker School of Business, Palm Beach Atlantic University, 901 S Flagler Dr, West Palm Beach, FL, 33401, USA

Abstract: Green product innovation has been strategically used to address increasing concerns regarding the adverse effects of business behaviours on sustainability. It is urgent for many managers to find effective ways to increase green product innovations. A conceptual model is proposed to analyse the green product innovation of an organisation by studying the direct effect of green market orientation and identifying its antecedents. Moreover, environmental dynamism is analysed regarding its role of moderation. The conceptual model is empirically analysed employing a dataset including 231 large companies collected from China using non-probability sampling. This study makes contributions to the literature by identifying ways of enhancing an organisation's green innovation by structuring its green market orientation under the scenarios of certain environmental dynamism. The outcomes of this study are also informative for business managers to direct their investment for sustainable product innovations.

Keywords: green market orientation; green product innovation; environmental dynamism.

DOI: 10.1504/IJAOM.2025.147702

International Journal of Advanced Operations Management, 2025 Vol.16 No.2, pp.207 - 228

Received: 03 Oct 2023
Accepted: 04 Oct 2024
Published online: 25 Jul 2025 *

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