|
The Effect of Green Entrepreneurship Orientation on Green Product Innovation according to the Mediating Role of Green Creativity
|
Akbar Bahmani *   |
|
|
|
Abstract: (60 Views) |
By looking for pure opportunities through green creativity, companies can ensure a sustainable competitive advantage by orienting green entrepreneurship for risk-taking, and continue to grow in this age of change. Accordingly, the aim of this study is to determine the effect of green entrepreneurship orientation on green product innovation with regard to the mediating role of green creativity of employees in the metal industry of Kaveh Industrial City. This research is applied in terms of purpose and descriptive research in terms of data collection and is a branch of field studies and is causal in terms of the relationship between research variables. The statistical population of the present study is the metal industry employees of Kaveh Industrial City. Using relative stratified random sampling method and Cochran's formula, 355 people were selected as the sample. Research data were collected using standard questionnaires. In this study, to evaluate the validity of the questionnaire, the methods of "content validity" by a group of experts and "structural validity" were used. Its reliability was also confirmed using Cronbach's alpha coefficient, the value of which was determined to measure the direction of green entrepreneurship (0.910), green product innovation (0.935) and green creativity (0.954). SPSS25 software was used to analyze the data, which was used for descriptive statistics and structural equations with SmartPLS software to determine the relationship between variables. The results of structural equation modeling showed that green entrepreneurship orientation has a direct and significant effect on green creativity and green product innovation; Also, the positive and significant effect of green creativity on green product innovation was confirmed. Finally, green creativity mediates the relationship between green entrepreneurship orientation and green product innovation. Based on the research findings, it can be concluded how companies can optimally transform their green entrepreneurship strategy into new green products that meet customer preferences and community expectations.
|
|
| Keywords: Green Entrepreneurship Orientation, Green Product Innovation, Green Creativity, Kaveh Industrial City Companies |
|
|
|
Type of Study: Research |
Subject:
Special
Received: 2025/03/18 | Accepted: 2025/04/22
|
|
|
|
|
|
|
| Send email to the article author |
|
|
|
| Add your comments about this article |
|
|
|
