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Customer pressure and creating green innovation: The role of green thinking and green creativity

Year: 2024

Type: article

Abstract: This study examined and measured customer pressure's affection for green innovation in the emerging. The study collected data from 331 participants from the manufacturing sector in the Southeast region of Vietnam through questionnaires. The author examined the study's hypotheses using Structural Equation Modeling (SEM). The results confirmed the crucial role of customer pressure (CP) in executing green innovation (GI) through green thinking (GT) and green creativity (GC). The results significantly contribute to enriching the GI theory. In addition, managers can consider the research findings to develop a strong GI by promoting positive GK and GC.

Source: Sustainable Futures

DOI: 10.1016/j.sftr.2024.100177

Author: Nguyen Khanh Hai Tran

Institution: University of Finance - Marketing

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Industry, innovation and infrastructure

Open Access status: gold

Estimated APC paid: $1,880