Green Product Innovation: A Case Study

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Green innovation is process, products, techniques, and management system which can give positive impact for the environment to achieve specific goals that developed or improved by someone or organizations (Ar, 2012; Kemp & Arundel, 1998). There are three categories of green product innovation based on Chen et al. (2006) that can allow someone or organizations focus for the eco-innovation concept: (1) green product innovation, (2) green process innovation, and (3) green managerial innovation (Ar, 2012). There are several external benefits for company from developing green product such as increased sales, improved customer feedback, closeness to customers, enhanced competitiveness, and 
improved corporate image (Pujari, Wright, & Peattie, 2003). Furthermore, according to Lin, Tan, And Geng (2013), company who create product innovation that …show more content…

Moreover, Chen, Lai, and Wen (2006) reveals that green product innovation can help company to develop new market opportunities and increase competitive advantage. Therefore, this paper would like to make hypothesis as follows: H1: Green product innovation has positive effect on green product development. Company who develop green product innovation can decrease or minimize production waste, enhance the overall productivity, increase corporate reputation, and increase corporate competitiveness (Chen & Chang, 2011). Based on this previous research, this paper proposed following hypothesis: H2: Green process production has moderating effect between green product development and company development. H3: Company reputation has moderating effect between green product development and company

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