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The purpose of this paper is to explore the origins of the two types of green innovations: proactive and reactive green innovations.

In order to satisfy the essence of the triangulation in methodology, this study applies a hybrid research method which includes both qualitative and quantitative research to discuss the origins of green innovations based on the two following stages. First, the study uses inductive logic from the perspectives of case study research and grounded theory to build the research framework and selects AU Optronics Corp. (AUO), the worldwide top three manufacturer in the TFT‐LCD industry, as the research object. Second, the study utilizes a questionnaire survey method to test the research framework proposed in the first stage.

This study divides green innovations into two types: proactive and reactive green innovations, because their origins are different. The results show that both of the internal origins – environmental leadership, environmental culture, and environmental capability and the external origins – the environmental regulations and the environmentalism of investors and clients – can generate reactive green innovation. However, only the internal origins can facilitate proactive green innovation. This study suggests that companies should invest their resources in cultivating the internal origins rather than the external origins.

The paper provides insights into what origins cause proactive and reactive green innovations by means of hybrid research method – qualitative and quantitative research – in Taiwan. This study builds up a theory about the origins of the two types of green innovations.

The purpose of this paper is to develop an original framework to explore corporate social responsibility (CSR) plays a mediation role between green organizational culture and green product innovation performance.

This study divides CSR into proactive CSR and reactive CSR. This research employs an empirical study by means of the questionnaire survey method to verify the hypotheses and to explore its managerial implications in Taiwanese manufacturing companies. Structural equation modeling is applied to verify the research framework.

The empirical results verify that green organizational culture positively affects proactive CSR and green product innovation performance. This study shows that proactive CSR mediates the positive relationship between green organizational culture and green product innovation performance, but reactive CSR does not. Green organizational culture is a driving force for proactive CSR and green product innovation performance. Organizational members in Taiwanese companies are exposed to green organizational culture which influences CSR activities. Moreover, this study verifies that proactive CSR of large companies are significantly higher than those of small and medium enterprises (SMEs).

There are three limitations of this study. First, this study verifies the hypotheses by means of questionnaire survey which only includes cross-sectional data. Second, this study utilize self-reported data may suffer the problems of common method variance. Third, this study applies a “five-point Likert scale” ranging from 1 to 5 to measure the constructs. Future research can apply a “seven-point Likert scale” to measure the constructs and compare with this study to test the significance of the variability of the data. There are two implications emerging from the study. First, proactive CSR has a positive effect on green product innovation performance, but reactive CSR does not. Second, green organizational culture is a driving force for proactive CSR and green product innovation performance.

This study summarizes the literature of CSR into a new managerial framework and highlights the importance of proactive CSR. Therefore, green organizational culture cannot only affect green product innovation performance directly, but also influence it indirectly via proactive CSR in the Taiwanese manufacturing industry. Taiwanese manufacturing companies can increase their green organizational culture and proactive CSR to enhance their green product innovation performance. This study also explores that proactive CSR of large companies are significantly higher than those of SME.

Based on the chain liability and green halo effects, this study uses the perspective of multi-tier supply chain management to examine the impact mechanism and boundary conditions of suppliers' green innovation types on consumers' willingness to participate in value co-creation with focal firms from the perspective of multi-tier supply chain management.

Using four situational experiments, 660 participants were recruited in Credamo, and SPSS 23.0 was used for data analysis. Experiments 1a and 1b verify the effect of suppliers' green innovation on consumers' willingness to participate in value co-creation with focal firms; experiment 2 examines the mediating effect of green sincerity perception; and experiment 3 explores the moderating effect of innovation proactiveness.

The results show that suppliers' green innovation efforts are more sincere when they are substantive (vs. symbolic), thereby generating higher value co-creation intentions. As a driving force, innovation proactiveness moderates the influence of suppliers' green innovation types on consumer's willingness to co-create value with focal firms.

This study enriches the literature on green supply chain management (GSCM) and consumers' willingness to co-create value. Furthermore, this study provides firms with practical guidance to improve marketing performance and green innovation practices through multilevel GSCM.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Green issues are hot news today. Environmental awareness is an essential part of strategic thinking for companies large and small, at a time when investors and the public at large are ready to raise questions about how products are made, the materials used and the disposal of waste. Any organization with an international business also needs to be aware of and comply with a whole range of environmental regulations, including the Kyoto Protocol; the Montréal Convention; and EU directives on the use and disposal of hazardous materials. Sometimes compliance is a reluctant afterthought, but there are others who use green innovation as a key part of their strategy and a way to take the lead over their competitors.

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

This study contributes to the literature on eco-innovation (EI) and the circular economy (CE) by providing insights into the factors of external knowledge absorption that facilitate the adoption of a subset of EIss called proactive-EIs. Proactive-EIs involve collaborations among multiple stakeholders, the use of technical knowledge and a greater level of investment than other innovations. In this study, the environmental actions taken by small and medium-sized enterprises (SMEs) in resource-intensive sectors in the European Union (EU) were observed, and elements related to the national context were compared.

The national innovation system (NIS) perspective was adopted using a multilevel framework to assess the determinants of proactive-EIs among SMEs in the EU. The framework involves three levels: micro- (environmental awareness), meso- (external collaboration and intra-industry agglomeration) and macro- (economic complexity, trade openness and government research and development [R&D]). The survey data of 6,188 SMEs in resource-intensive sectors were analysed using a binary logistic regression.

The results showed that public awareness, economic complexity and public sector R&D positively influenced SMEs' adoption of proactive-EIs, whereas external collaboration and sectoral agglomeration negatively influenced adoption.

Among the existing empirical studies on EI, areas related to external knowledge-based innovations and systematic assessments of heterogeneity among EU member states remain underexplored. This study contributed to the literature by assessing the conditions surrounding external knowledge absorption. The findings contribute to the green entrepreneurship literature in the context of developed economies and offer insights for managers and policymakers seeking to promote EIs.

Green innovation strategy is not only a new idea to achieve green development but also the inevitable choice for enterprises to upgrade. At present, the research on the driving forces of green innovation strategy mainly focus on direct impact of single factor, lacking the overall consideration of internal and external environment. At the same time, research on the contingency effect of top management’s environmental awareness is scarce. This paper aims to explore how external environment pressures (policy pressures and market pressures) and internal environment driving force (innovation resources and innovation capability) make enterprises to choose green innovation strategy with moderating effect of top management’s environmental awareness.

Based on the sample of 216 enterprises, this paper explores the relationship between policy pressure, market pressure, innovation resources, innovation capability and the green innovation strategy with moderating effect of top management’s environmental awareness from inside and outside driving angle.

The results of the hierarchical regression model show, first, the driving effect of factors in the external environment. The coercive policy has an inverted U-shaped impact on the green innovation strategy. The incentive policy and the market pressure both have a significant positive impact on the green innovation strategy. Second, the driving effect of factors in the internal environment. The innovation capability has a significant positive impact on the green innovation strategy. The innovation resources have no significant impact on the green innovation strategy. Third, the moderating effect of top management’s environmental awareness. The relationship between the green innovation strategy and the coercive policy is stronger when the top management’s environmental awareness higher. The relationship between the green innovation strategy and the market pressure is stronger when the top management’s environmental awareness higher. The relationship between the green innovation strategy and the innovation resources is stronger when the top management’s environmental awareness higher. Otherwise, the relationship between the green innovation strategy and the innovation capability is weaker when the top management’s environmental awareness higher. And there is no significant change about the relationship between the green innovation strategy and the incentive policy when the top management’s environmental awareness higher.

First, the authors have promoted the integrated research on the drivers of the enterprise’s green innovation strategy. From the perspective of internal and external environment driving forces, this paper analyzes the key factors influencing the decision-making of the green innovation strategy. Second, the study has contributed to the strategic choice theory. This paper studies the driving mechanism of the green innovation strategy from a new perspective of the strategic choice theory.

This chapter examines the significance of green innovation and technologies for sustainable business in Asia, focussing on the issues and challenges confronted by contemporary sustainable business models. The concept of sustainable development is introduced, which seeks to minimize negative impacts on ecosystems and preserve the environment for future generations. This chapter's methodology entails a comprehensive review of existing literature and research on green innovation, green technology, and sustainable business models in Asia. The expansion of ‘green’ energy is directly proportional to the global demand for energy resources. Understanding how green innovation influences a company's capacity for sustainable development is essential for identifying the factors that influence sustainable business models and their economic consequences. Green innovation practices encompass a variety of factors, including government regulations, preferences, supplier competence, and consumer concerns. Green technologies, such as green human resource management (HRM) practices and green innovation practices, play a crucial role in attaining sustainable development by conserving energy, protecting the environment, and enhancing business efficiency. Businesses that adopt green innovation acquire a competitive edge and enhance their performance. This chapter emphasizes the importance of green innovation research and application for business stability in Asia, where sustainability and green concepts are acquiring momentum. Customer, government, and societal pressures further emphasize the significance of green innovation in businesses. For the success of ecological innovation practices, collaboration and knowledge-sharing among various stakeholders are crucial. The adoption of green innovation practices is influenced by external environmental impacts, stakeholder pressure, and organizational support. Green technology innovation, which concentrates on resource conservation, energy efficiency, and environmental protection, is crucial to the sustainability of a business. This chapter concludes by emphasizing the importance of business sustainability in achieving environmental and economic goals and assuring sustainable corporate development. Long-term success requires an understanding of the process of value creation, delivery, and capture within sustainable business models.

An important global issue is the harm that businesses are posing to the environment. However, the impact of small and medium enterprises’ (SMEs) operations on the environment often goes unnoticed, and their willingness to adopt green innovations is limited. Therefore, this study aims to examine the factors influencing the adoption of green innovation among SMEs in Indonesia.

The research used a survey to investigate SMEs operating in the pineapple-based food sector, which is a leading commodity in Riau Province, Sumatera, Indonesia. Specifically, the research focused on the districts of Kampar, Siak and Dumai, with data collecting taking place from April to August 2022. SMEs were selected purposively based on a minimum operational tenure of 10 years. A total of 225 respondents met the selection criteria and participated in this study. The research data were collected through a questionnaire. To analyse the data, the study used structured equation modelling with partial least squares.

There are three categories of factors influencing SMEs to adopt green innovations: technological, environmental and organizational. Of these factors, organizational factors emerge as the primary determinant of green innovation adoption among SMEs in the country.

The generalizability of the findings in this study is limited due to the specific focus on food sector SMEs in Riau Province. To obtain more generalized results, it is recommended that future research be conducted on SMEs across different sectors in other cities and countries.

This study provides a deeper understanding of the specific dimensions of organizational factors that play a crucial role in driving green innovation adoption, especially within the context of SMEs in the food sector in Indonesia.

The purpose of this paper is to explore whether green innovation strategy has a positive effect on green innovation. Furthermore, this study investigates whether both green organizational identity and environmental organizational legitimacy mediate the relationship between green innovation strategy and green innovation.

This study is designed as a quantitative research using questionnaires to collect data and employing a variance-based or partial least squares structural equation modeling to test the hypotheses.

The empirical results show that green innovation strategy positively affects green innovation. This study also demonstrates that green innovation strategy positively affects green innovation indirectly via green organizational identity and environmental organizational legitimacy in manufacturing companies in Indonesia as a developing country. This study suggests that firms should develop green innovation strategy and it must be reflected as green organizational identity to get environmental organizational legitimacy, and then firms will achieve a better green innovation performance.

This study has the following limitations. First, a structural equation modeling is used as an approach to test the hypotheses and this may raise the issue of causality. Second, although examining the antecedents of green innovation, this study does not investigate its consequences. Third, the sample size used in this study is relatively small and limited to companies in the Surabaya Industrial Estate Rungkut, Indonesia. Finally, this study employs a cross-sectional survey and the data obtained are based on the Likert scales that may raise the issue of perception bias of the sampled managers.

The results of this study suggest that managers need to verify the roles of green organizational identity and environmental organizational legitimacy in their companies. In the era of environmentally conscious society, managers need to start with developing a green innovation strategy. However, managers also need to understand that having a strategy is not sufficient enough to directly enhance green innovation performance. Managers need to seek approaches on how to cultivate a strong green organizational identity and use the identity to get environmental organizational legitimacy from the stakeholders.

This research model and results provide the empirical evidence of the importance of green innovation and its antecedents, namely, a green innovation strategy, green organizational identity and environmental organizational legitimacy. When manufacturing companies in Indonesia implement this model of managing environmental issues, the society will get more benefits in terms of the reduction of environmental degradation, the availability of more green products and programs, the improvements in resource efficiencies and economic development and the enhancement of the quality of life.

A research framework exploring the mediating roles of green organizational identity and environmental organizational legitimacy on green innovation strategy–green innovation relationship is developed to provide the empirical evidence for the organizational identity theory and the organizational legitimacy theory. This study also provides practical implications for managers who are facing the environmental awareness business environment. If they want to achieve a better green innovation performance, managers should enhance their awareness in managing the antecedents of green innovation performance, namely, green innovation strategy, green organizational identity and environmental organizational legitimacy.

The purpose of this paper is to explore green marketing innovations in small Indian firms which serve as decisive dimensions for developing green identity of small firms in the market.

Data were obtained by interviewing marketing managers for green products in small Indian firms.

Six categories of green marketing innovations are identified – marketing compliance, marketing strategic partnership, marketing environmental commitment, marketing green team, marketing benchmarking and marketing (environmental) ethical behaviour.

Though limited to small Indian firms, this study determined their distinct green marketing approaches and innovations.

The distinct green marketing approaches and innovations determined indicate that contemporary marketing innovations and decisions have moved beyond limited alternatives predetermined by product and market definitions, and downstream market-related activities such as advertising, packaging, selling or distribution, and are now based on compliance, commitment and leadership in context of small firms.

This study is unique to employ natural resource-based view theory in context of determining green marketing innovations in small firms.