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Bridging the gap between corporate social responsibility and new green product success: The role of green organizational identity

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  • Wenhao Song
  • Shengce Ren
  • Jun Yu

Abstract

In this study we explore the relationship between corporate social responsibility and new green product success based on organizational identity theory. The hypotheses are tested on a sample of 150 companies in China. The results indicate that corporate social responsibility positively affects both green organizational identity and green adaptive ability. We also find that green organizational identity and green adaptive ability are positively influences on new green product success. In addition, we find that green organizational identity partially mediates the relationship between corporate social responsibility and green adaptive ability. Moreover, green organizational identity fully mediates the link between corporate social responsibility and new green product success. This means that corporate social responsibility indirectly and positively affects new green product success through green organizational identity. These results suggest that managers should seek to enhance their organizational sense of green identity and improve their organizational green adaptive ability, which will facilitate their firm's sustainable development. The theoretical and practical implications of these findings for environmental policy are also discussed.

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  • Wenhao Song & Shengce Ren & Jun Yu, 2019. "Bridging the gap between corporate social responsibility and new green product success: The role of green organizational identity," Business Strategy and the Environment, Wiley Blackwell, vol. 28(1), pages 88-97, January.
    • Handle: RePEc:bla:bstrat:v:28:y:2019:i:1:p:88-97
    DOI: 10.1002/bse.2205
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    3. J. Alfredo Flores‐Hernández & Jesús J. Cambra‐Fierro & Rosario Vázquez‐Carrasco, 2020. "Sustainability, brand image, reputation and financial value: Manager perceptions in an emerging economy context," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(4), pages 935-945, July.
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    6. Di Luan & Hongjun Cao & Tongkun Qu, 2023. "How Does Corporate Green Innovation Strategy Translate into Green Innovation Performance Based on Chain Mediation?," Sustainability, MDPI, vol. 15(16), pages 1-20, August.
    7. Tsekouropoulos, Georgios & Koliouska, Christiana & Theocharis, Dimitrios & Andreopoulou, Zacharoula, 2018. "Green products: digital marketing and consumer behavior for sustainability," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 0(Issue 2).
    8. Xiaoyan Huo & Arooj Azhar & Nabeel Rehman & Nauman Majeed, 2022. "The Role of Green Human Resource Management Practices in Driving Green Performance in the Context of Manufacturing SMEs," Sustainability, MDPI, vol. 14(24), pages 1-20, December.
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    10. Anette Hallin & Tina Karrbom‐Gustavsson & Peter Dobers, 2021. "Transition towards and of sustainability—Understanding sustainability as performative," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 1948-1957, May.
    11. Biju A. V. & Vijaya Kumar M. & Akhil M. P., 2022. "Assessing the Effect of Work From Home on the Work-Life Balance of IT Employees," International Journal of Human Capital and Information Technology Professionals (IJHCITP), IGI Global, vol. 13(1), pages 1-14, January.
    12. Md. Shajul Islam & Mohammad Rabiul Basher Rubel & Md. Mahedi Hasan, 2023. "Environmental and Social Performance of the Banking Industry in Bangladesh: Effect of Stakeholders’ Pressure and Green Practice Adoption," Sustainability, MDPI, vol. 15(11), pages 1-24, May.
    13. Ming Tian & Teng Wang & Xiaotong Li, 2021. "Dual function of corporate social responsibility on R&D strategy: Moderating effect of board interlock," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(6), pages 1492-1508, September.
    14. Baolong Yuan & Jingyu Li, 2022. "Understanding the Impact of Environmentally Specific Servant Leadership on Employees’ Pro-Environmental Behaviors in the Workplace: Based on the Proactive Motivation Model," IJERPH, MDPI, vol. 20(1), pages 1-26, December.
    15. Tai-Wei Chang & Yen-Li Yeh & Hung-Xin Li, 2020. "How to Shape an Organization’s Sustainable Green Management Performance: The Mediation Effect of Environmental Corporate Social Responsibility," Sustainability, MDPI, vol. 12(21), pages 1-19, November.
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    17. Ajay Kumar & Jyotirani Gupta & Niladri Das, 2022. "Revisiting the influence of corporate sustainability practices on corporate financial performance: An evidence from the global energy sector," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3231-3253, November.

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