Assessing the Relationship between Market Orientation and Green Product Innovation: The Intervening Role of Green Self-Efficacy and Moderating Role of Resource Bricolage
Abstract
:1. Introduction
2. Literature Review and Theoretical Contribution
3. Hypotheses Development
4. Research Methodology
4.1. Data Source and Collection
4.2. Measures
4.3. Data Analysis
5. Results
6. Conclusions and Discussion
6.1. Theoretical Contributions
6.2. Managerial and Practical Implications
6.3. Limitations and Future Research Proposition
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Market Orientation (MO) |
|
Green Self-Efficacy (GSE)
|
Resource Bricolage (RB)
|
Green Product Innovation (GPI)
|
Construct | Item Code | Loading | Outer Weights | CA | CR | AVE |
---|---|---|---|---|---|---|
Market Orientation (MO) | 0.895 | 0.927 | 0.761 | |||
MO1 | 0.825 | 0.257 | ||||
MO2 | 0.876 | 0.258 | ||||
MO3 | 0.895 | 0.308 | ||||
MO4 | 0.891 | 0.321 | ||||
Green Self-Efficacy (GSE) | 0.897 | 0.929 | 0.766 | |||
GSE1 | 0.865 | 0.283 | ||||
GSE2 | 0.796 | 0.254 | ||||
GSE3 | 0.896 | 0.288 | ||||
GSE4 | 0.937 | 0.315 | ||||
Resource Bricolage (RB) | 0.953 | 0.964 | 0.842 | |||
RB1 | 0.946 | 0.22 | ||||
RB2 | 0.925 | 0.214 | ||||
RB3 | 0.921 | 0.223 | ||||
RB4 | 0.873 | 0.204 | ||||
RB5 | 0.921 | 0.229 | ||||
Green Product Innovation (GPI) | 0.902 | 0.911 | 0.562 | |||
GPI1 | 0.749 | 0.122 | ||||
GPI2 | 0.795 | 0.145 | ||||
GPI3 | 0.733 | 0.137 | ||||
GPI4 | 0.730 | 0.139 | ||||
GPI5 | 0.782 | 0.123 | ||||
GPI6 | 0.763 | 0.123 | ||||
GPI7 | 0.718 | 0.274 | ||||
GPI8 | 0.724 | 0.281 |
Green Product Innovation | Green Self-Efficacy | Market Orientation | Resource Bricolage | |
---|---|---|---|---|
Green Product Innovation | 0.750 | |||
Green Self-Efficacy | 0.737 | 0.875 | ||
Market Orientation | 0.404 | 0.338 | 0.872 | |
Resource Bricolage | 0.376 | 0.399 | 0.402 | 0.918 |
Green Product Innovation | Green Self-Efficacy | MO × RB | Market Orientation | |
---|---|---|---|---|
Green Self-Efficacy | 0.654 | |||
Market Orientation × Resource Bricolage | 0.175 | 0.215 | ||
Market Orientation | 0.437 | 0.371 | 0.314 | |
Resource Bricolage | 0.349 | 0.429 | 0.508 | 0.433 |
Construct | R2 | Adj. R2 | VIF | Q2 | SRMR |
---|---|---|---|---|---|
Green Product Innovation | 0.572 | 0.568 | 1.268 | 0.223 | 0.067 |
Green Self-Efficacy | 0.114 | 0.112 | 1.000 | 0.081 |
Effects | Relationships | Beta | Mean | (STDEV) | t-Value | Decision |
---|---|---|---|---|---|---|
Direct | ||||||
H1 | Market Orientation→Green Self-Efficacy | 0.34 | 0.339 | 0.045 | 7.438 * | Supported |
H2 | Green Self-Efficacy→Green Product Innovation | 0.66 | 0.666 | 0.034 | 19.651 * | Supported |
H3 | Market Orientation→Green Product Innovation | 0.39 | 0.389 | 0.041 | 9.479 * | Supported |
Indirect or Mediating/Moderating | ||||||
H4 | Market Orientation→Green Self-Efficacy→Green Product Innovation | 0.224 | 0.226 | 0.032 | 6.955 * | Supported |
H5 | Market Orientation×Resource Bricolage→Green Product Innovation | 0.200 | 0.201 | 0.029 | 2.676 * | Supported |
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Akhtar, S.; Martins, J.M.; Mata, P.N.; Tian, H.; Naz, S.; Dâmaso, M.; Santos, R.S. Assessing the Relationship between Market Orientation and Green Product Innovation: The Intervening Role of Green Self-Efficacy and Moderating Role of Resource Bricolage. Sustainability 2021, 13, 11494. https://doi.org/10.3390/su132011494
Akhtar S, Martins JM, Mata PN, Tian H, Naz S, Dâmaso M, Santos RS. Assessing the Relationship between Market Orientation and Green Product Innovation: The Intervening Role of Green Self-Efficacy and Moderating Role of Resource Bricolage. Sustainability. 2021; 13(20):11494. https://doi.org/10.3390/su132011494
Chicago/Turabian StyleAkhtar, Shamim, José Moleiro Martins, Pedro Neves Mata, Hongyun Tian, Shumaila Naz, Maria Dâmaso, and 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 13, no. 20: 11494. https://doi.org/10.3390/su132011494
APA StyleAkhtar, S., Martins, J. M., Mata, P. N., Tian, H., Naz, S., Dâmaso, M., & Santos, R. S. (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, 13(20), 11494. https://doi.org/10.3390/su132011494