Assessing the Relationship between Market Orientation and Green Product Innovation: The Intervening Role of Green Self-Efficacy and Moderating Role of Resource Bricolage

Shamim Akhtar, José Moleiro Martins, Pedro Neves Mata, Hongyun Tian, Shumaila Naz, Maria Dâmaso and Ricardo Simões Santos
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Shamim Akhtar: School of Management, Jiangsu University, Zhenjiang 212013, China
José Moleiro Martins: ISCAL (Instituto Superior de Contabilidade e Administração de Lisboa), Instituto Politécnico de Lisboa, 1069-035 Lisboa, Portugal
Pedro Neves Mata: ISCAL (Instituto Superior de Contabilidade e Administração de Lisboa), Instituto Politécnico de Lisboa, 1069-035 Lisboa, Portugal
Hongyun Tian: School of Management, Jiangsu University, Zhenjiang 212013, China
Shumaila Naz: School of Management, Jiangsu University, Zhenjiang 212013, China
Maria Dâmaso: School of Management and Technology (ESGTS-IPS), Polytechnic Institute of Santarém, 2001-904 Santarém, Portugal
Ricardo Simões Santos: Instituto Superior de Engenharia de Lisboa (ISEL), Instituto Politécnico de Lisboa, R. Conselheiro Emídio Navarro 1, 1959-007 Lisboa, Portugal

Sustainability, 2021, vol. 13, issue 20, 1-15

Abstract: Environmental issues have gradually gained attention in the last decade because of increased global warming and high waste production. Therefore, this article aims to add value to the environment management research by analyzing green product innovation through market orientation. Moreover, this study includes green self-efficacy as a mediator, being less focused in the past literature to examine employees’ confidence in innovating green products according to customers’ needs. In addition, resource bricolage is also introduced as a moderator because fewer studies display the empirical results about organizations producing or tend to produce innovated green products with a limited number of resources. Data were collected from 477 employees of small and medium-sized enterprises using a self-administered questionnaire in Pakistan. Empirical results revealed by SmartPLS software delineate that market orientation has a positive and significant impact on green self-efficacy and green product innovation. Moreover, green self-efficacy shows a significant mediation impact between market orientation and green product innovation. Additionally, resource bricolage also moderates the relationship between market orientation and green product innovation. Overall, the study contributes to theoretical and practical knowledge about green product innovation in tackling the world’s environmental issues.

Keywords: green product innovation; green self-efficacy; market orientation; green innovation; resource bricolage (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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