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

Author

Listed:
  • 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
    Business Research Unit (BRU-IUL), Instituto Universitário de Lisboa (ISCTE-IUL), 1649-026 Lisboa, Portugal)

  • Pedro Neves Mata

    (ISCAL (Instituto Superior de Contabilidade e Administração de Lisboa), Instituto Politécnico de Lisboa, 1069-035 Lisboa, Portugal
    ISTA-School of Technologies and Architecture, Instituto Universitário de Lisboa (ISCTE-IUL), ISTAR-IUL, Avenida das Forças Armadas, 1649-026 Lisboa, Portugal
    Microsoft (CSS-Microsoft Customer Service and Suport Department), Rua Do Fogo de Santelmo, Lote 2.07.02, 1990-110 Lisboa, Portugal)

  • Hongyun Tian

    (School of Management, Jiangsu University, Zhenjiang 212013, China)

  • Shumaila Naz

    (School of Management, Jiangsu University, Zhenjiang 212013, China
    Faculty of Business Administration, Iqra University, Main Defence View, Shaheed-e-Millat Road, Karachi 75500, Pakistan)

  • 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
    Research Unit on Governance, Competitiveness and Public Policies, Universidade de Aveiro, 3810-193 Aveiro, Portugal)

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.

Suggested Citation

  • Shamim Akhtar & José Moleiro Martins & Pedro Neves Mata & Hongyun Tian & Shumaila Naz & Maria Dâmaso & Ricardo Simões Santos, 2021. "Assessing the Relationship between Market Orientation and Green Product Innovation: The Intervening Role of Green Self-Efficacy and Moderating Role of Resource Bricolage," Sustainability, MDPI, vol. 13(20), pages 1-15, October.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:20:p:11494-:d:658827
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    Cited by:

    1. Binbin Cai & Yin Chen & Arslan Ayub, 2023. "“Quiet the Mind, and the Soul Will Speak”! Exploring the Boundary Effects of Green Mindfulness and Spiritual Intelligence on University Students’ Green Entrepreneurial Intention–Behavior Link," Sustainability, MDPI, vol. 15(5), pages 1-21, February.
    2. Xue Ding & Wei Li & Dujuan Huang & Xinghong Qin, 2022. "Does Innovation Climate Help to Effectiveness of Green Finance Product R&D Team? The Mediating Role of Knowledge Sharing and Moderating Effect of Knowledge Heterogeneity," Sustainability, MDPI, vol. 14(7), pages 1-20, March.
    3. Duarte Xara-Brasil & João Pedro Cordeiro & Luísa Cagica Carvalho & Pedro Pardal & Paulo Duarte Silveira, 2023. "Consumer, Retailer, and Producer Green Orientation as a Marketing Driver: An Empirical Study in an Urban Food Market," Sustainability, MDPI, vol. 15(4), pages 1-13, February.
    4. Wei Xuecheng & Qaisar Iqbal, 2022. "Ethical Leadership, Bricolage, and Eco-Innovation in the Chinese Manufacturing Industry: A Multi-Theory Perspective," Sustainability, MDPI, vol. 14(12), pages 1-15, June.
    5. Yueping Du & Huanhuan Wang, 2022. "Green Innovation Sustainability: How Green Market Orientation and Absorptive Capacity Matter?," Sustainability, MDPI, vol. 14(13), pages 1-20, July.
    6. Jakeline Serrano‐García & Andrea Bikfalvi & Josep Llach & Juan José Arbeláez‐Toro, 2022. "Capabilities and organisational dimensions conducive to green product innovation: Evidence from Croatian and Spanish manufacturing firms," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2767-2785, November.
    7. Raghuveer Negi & Amit Kumar Gupta & Vidhu Gaur, 2023. "Effect of green marketing orientation dimensions on green innovation and organizational performance: A mediation‐moderation analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5435-5458, December.

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