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The Nexus of Green Behavior, Corporate Green Innovation Performance, and Industrial Green Value Co‐Creation: Insights for Green Business Strategies

Year: 2026

Type: article

Abstract: ABSTRACT Drawing on the lens of green value co‐creation, this study investigates how such co‐creation mediates the relationship between employees' green behavioral intentions and corporate green innovation performance. By integrating internal and external moderating factors, the study constructs a comprehensive model of the green innovation process. Data from 448 survey responses were analyzed using covariance‐based structural equation modeling (CB‐SEM). The results demonstrate that green value co‐creation partially mediates the link between employee intentions and innovation outcomes. Furthermore, the study finds that market and policy orientations positively moderate the impact of employee intentions on value co‐creation. At the organizational level, leadership collaboration awareness and a corporate green innovation culture strengthen the transition from value co‐creation to innovation performance. These findings offer critical theoretical insights and practical pathways for firms seeking to alleviate environmental pressure and achieve sustainable development.

Source: Business Strategy and the Environment

DOI: 10.1002/bse.71643

Authors: Zhe Sun, Bingying Zhu, Liang Zhao, Jehan Saleh Lardhi, Oumaima Haj Ammar

Institutions: Jilin University, Shanghai Academy of Social Sciences, University of Strathclyde, Princess Nourah bint Abdulrahman University, Széchenyi István University

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: hybrid

Estimated APC paid: $4,480