Is green customer integration always a facilitator for green product innovation?: A conflict-based view

Jiawen Chen and Linlin Liu

European Journal of Innovation Management, 2022, vol. 26, issue 6, 1524-1546

Abstract: Purpose - Although the facilitating role of green customer integration in business-to-business (B2B) markets has been highlighted in some green product innovation literature, analysis of the difficulties it can pose is still an underdeveloped field. This paper extends the conflict-based view and examines the effect of green customer integration on customer–firm conflicts and thereby investigates the influence of conflict on green product innovation. Design/methodology/approach - This study conducts a questionnaire survey. Ordinary Least Square regression and structural equation model with Maximum Likelihood Estimation are applied to test the hypotheses. Findings - The results show that green customer information integration is positively related to cognitive conflict, whereas green customer process integration has an inverted U-shaped relationship with cognitive conflict and a positive relationship with affective conflict. Moreover, green product innovation is promoted by cognitive conflict and is damaged by affective conflict. Originality/value - This study highlights the conflict-related factors that play a role in firm–customer collaboration for green product innovation in B2B markets. It also reveals the potential dark side of green customer integration by explicitly delineating its effects on conflicts.

Keywords: Green product innovation; Green customer integration; Cognitive conflict; Affective conflict (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ejimpp:ejim-09-2021-0477

DOI: 10.1108/EJIM-09-2021-0477

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