Enhancing green sustainable growth through green innovation: the moderating role of perceived marketplace influence

Abstract

In the context of technologies driving corporations’ investment in green innovation initiatives, this study employs a mixed-methods approach, integrating qualitative thematic analysis and quantitative structural equation modeling to examine how green innovation activities influence consumer attitudes, purchase intentions, and brand defense behaviors. Qualitative insights drawn from consumer narratives enrich the quantitative findings by uncovering deeper motivations and emotional factors influencing consumer behavior towards green products. The findings reveal that firms’ green innovation significantly positive impact on customer green behaviors through their environmental concerns and perceptions of innovation. Additionally, the customer’s perceived marketplace influence plays a crucial role in reinforcing the customer’s perceptions of innovation on their green purchase intention, while diminishing the customer’s environmental concerns on their green brand defense. Through green marketing strategies, including transparent communication, credible certifications, and explicit sustainability claims, the organization’s green innovation practices significantly influence consumer attitudes and willingness to purchase green products. Furthermore, the findings emphasize the critical roles of brand reputation, transparency, and consumer trust in stimulating proactive brand defense against negative publicity as well as the importance of emotional attachments and personal experiences in driving these defensive behaviors.