Green Product Design

Green product design is a fundamental way to reduce environmental pollution and improve corporate performance and competitive advantage. The green product design practice reduces resource waste from the beginning and product environmental pollution in the entire life cycle process. Therefore, green product design is a key process for enterprises to implement green growth models. Existing studies on enterprises’ green growth models show that, except for external institutional pressures, internal factors such as internal resources and managers’ environmental perception and attitudes also play a vital role in driving enterprises to be greener. Meanwhile, with the development of the Internet, new media attention has been verified to become more powerful in enterprises’ strategy adoption. This chapter explores the factors driving enterprises’ green product design from internal and external aspects. It further explores the relationship between new media attention and top managers’ environmental attitudes toward green product design from a new media and managerial attitude perspective. From the new media perspective, the results show that the new media attention can significantly enhance the impact of customer environmental pressure on top managers’ positive environmental perceptions. Therefore, it promotes enterprises to implement a green transformation strategy. Furthermore, from the managerial attitude perspective, the results show that the manager’s environmental attitude significantly moderates the relationship between resource management and organizational learning abilities, promoting the implementation of green product design. The research based on the new media and managers’ environmental attitude perspective enriches the literature on institutional theory and resource-based view. Furthermore, it supports relevant policymakers to implement strategies, such as the appropriate use of new media power and the manager’s environmental attitude to motivate enterprises to implement green product design rather than strict environmental regulations.