تأثیر گرایش به بازار سبز بر موفقیت محصول جدید با قابلیت‌های نوآورانه، فراگیری دانش و موقعیت برند سبز

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت صنعتی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران

2 کارشناسی ارشد مدیریت بازرگانی گرایش بازاریابی، دانشکده مدیریت و حسابداری، دانشگاه علم و هنر، یزد، ایران

3 استادیار، گروه مهندسی صنایع، دانشکده فنی و مهندسی، مجتمع آموزش عالی بم، بم، ایران

چکیده

در دنیای رقابتی امروز، ابعاد سنتی هزینه، کیفیت، انعطاف‌پذیری و تحویل، دیگر کافی به نظر نمی‌رسند. افزایش آگاهی اجتماعی، مقررات زیست‌محیطی سخت‌گیرانه و تمایل مصرف‌کنندگان به محصولات سازگار با محیط زیست، شرکت‌ها را ملزم کرده تا استراتژی‌های خود را با استانداردهای زیست‌محیطی و اجتماعی هماهنگ کنند. هدف این پژوهش، شناخت تأثیر گرایش به بازار سبز بر موفقیت محصول جدید با در نظر گرفتن نقش میانجی قابلیت‌های نوآورانه سبز و نقش تعدیل‌گر  فراگیری دانش سبز و موقعیت برند سبز در صنعت پوشاک و نساجی استان یزد است. پژوهش، از نظر هدف، کاربردی و از نظر ماهیّت داده‌ها، توصیفی- همبستگی است. جامعۀ پژوهش، کارکنان و مدیران شرکت‌های فعال صنعت نساجی و پوشاک استان یزد می‌باشد. ابزارگردآوری داده‌ها، پرسشنامه است. به منظور برازش مدل مفهومی پژوهش، از رویکرد مدل‌سازی معادلات ساختاری و نرم‌افزار Smart PLS، استفاده شد. تعداد 170 پرسشنامه میان کارکنان و مدیران صنعت پوشاک و نساجی استان یزد به روش نمونه‌گیری در دسترس، توزیع و از این میان، تعداد 124 پرسشنامه بازگشت داده شد. نتایج نشان دادند گرایش به بازار سبز و قابلیت‌های نوآورانۀ سبز تأثیر مثبت و معناداری بر موفقیت محصول جدید دارند. همچنین، نقش میانجی قابلیت‌های نوآورانه سبز تأیید شد اما نقش تعدیل‌گر فراگیری دانش سبز و موقعیت برند سبز تأیید نشد.

کلیدواژه‌ها

عنوان مقاله [English]

The impact of green market orientation on new product success with innovative capabilities, knowledge acquisition, and green brand positioning

نویسندگان [English]

  • Seyyed Habibollah Mirghafoori 1
  • Neda Kazemi 2
  • Ali Saffari Darberazi 3
1 Associate Professor, Department of Industrial Management, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran
2 Master of Business Administration, Faculty of Management and Accounting, University of Science and Art, Yazd, Iran
3 Assistant Professor, Department of Industrial Engineering, Bam Higher Education Complex, Bam, Iran
چکیده [English]

Extended Abstract
 
Introduction: In today’s highly competitive business environment, developing and marketing new products are vital for ensuring firms’ profitability and long-term survival. However, increasing environmental concerns and stricter sustainability regulations have urged companies to integrate green principles into their innovation and marketing strategies. Green market orientation has therefore emerged as a key approach that helps firms gain competitive advantage by offering environmentally friendly products and minimizing ecological impact. Green innovation capability plays a crucial role in this process by promoting eco-efficient design, waste reduction, and sustainable production practices that improve both environmental and financial performance. Additionally, green knowledge acquisition and green brand positioning enhance organizational adaptability and brand differentiation, further contributing to sustainable product success. Given the textile and apparel industry’s high resource consumption and environmental challenges—particularly in Yazd province of Iran—understanding how green market orientation affects new product success through these mediating and moderating factors is essential. This study addresses this gap by examining the interplay between green innovation capability, green knowledge acquisition, and green brand positioning in achieving sustainability-driven competitiveness.
Methodology: This study is applied in purpose and descriptive-correlational in nature, as it investigates existing conditions and the relationships among variables. Data were collected through a survey method using a structured questionnaire based on a five-point Likert scale. The conceptual model was developed through an extensive literature review, and the questionnaire items were adapted from previous validated studies. The questionnaire was distributed among managers and employees of textile and apparel companies in Yazd province, Iran, who are directly involved in production, marketing, and new product development processes. A total of 170 questionnaires were distributed, and 124 valid responses were received. Convenience sampling was employed due to accessibility considerations. The sample size was determined based on the structural equation modeling (SEM) rule of thumb, considering between five and fifteen respondents per item. The reliability and validity of the questionnaire were confirmed through expert evaluation and Cronbach’s alpha coefficients, all exceeding 0.7, indicating satisfactory internal consistency. Data analysis was conducted using SmartPLS software to test the measurement and structural models. The results were used to draw conclusions and provide practical recommendations for enhancing green market orientation and sustainable product success in the textile industry.
Discussion and Results: The descriptive analysis revealed that most respondents were between 30 and 40 years old and held bachelor’s degrees, indicating a relatively experienced and educated workforce in the textile and apparel industry. The reliability and validity of all constructs were confirmed, with Cronbach’s alpha and composite reliability values exceeding 0.7 and average variance extracted above 0.5, demonstrating strong internal consistency and convergent validity. The structural model was tested using SmartPLS, and the overall model fit was satisfactory (SRMR = 0.049). The R² values for green innovation capability (0.889) and new product success (0.892) indicated high explanatory power. The findings showed that green market orientation had a significant positive effect on both green innovation capability and new product success, and that green innovation capability positively influenced new product success. Moreover, green innovation capability partially mediated the relationship between green market orientation and new product success. However, the moderating effects of green knowledge acquisition and green brand positioning were not supported. These results highlight the critical role of green innovation as a strategic mechanism through which green market orientation enhances sustainable product success in the textile and apparel industry.
Conclusion: The development and marketing of new products play a vital role in ensuring the profitability and long-term survival of firms. However, this process is often costly and risky. The findings of this study demonstrated that green market orientation has a significant and positive effect on new product success in the textile and apparel industry of Yazd Province. Firms that align their marketing strategies with environmental and social standards are more likely to attract environmentally conscious consumers and achieve sustainable competitive advantages. Furthermore, green market orientation significantly influences green innovation capability, which in turn enhances the success of new products. The mediating role of green innovation capability was confirmed, indicating that green-oriented strategies drive innovation, which ultimately contributes to product success. However, the moderating effects of green knowledge acquisition and green brand positioning were not supported, suggesting a need for greater awareness and education regarding environmental practices and green branding strategies among managers and employees. From a managerial perspective, it is recommended that textile and apparel firms redesign their marketing and innovation strategies based on green principles, invest in clean technologies, and establish R&D units focused on sustainable product development. Training programs should also be implemented to enhance employees’ environmental awareness and innovation skills. Additionally, firms should communicate their environmental achievements more effectively through transparent marketing and public engagement to strengthen their green brand positioning. For future research, it is suggested that the proposed model be tested in other industries to enable cross-sector comparisons. Future studies could also explore new moderating and mediating variables such as corporate social responsibility, green leadership, and organizational culture, as well as the influence of emerging technologies like artificial intelligence and the Internet of Things on green innovation and product success.

کلیدواژه‌ها [English]

  • Green Market Orientation
  • Green Innovative Capability
  • New Product Success
  • Green Brand Positioning
  • Green Knowledge Acquisition

مراجع

Abbas, J., & Dogan, E. (2022). The impacts of organizational green culture and corporate social responsibility on employees’ responsible behaviour towards the society. Environmental Science and Pollution Research, 29(40), 60024-60034. https://doi.org/10.1007/s11356-022-20072-w.
Afum, E., Agyabeng-Mensah, Y., Baah, C., Asamoah, G., & Yaw Kusi, L. (2023). Green market orientation, green value-based innovation, green reputation and enterprise social performance of Ghanaian SMEs: the role of lean management. Journal of Business & Industrial Marketing, 38(10), 2151-2169.  https://doi.org/10.1108/JBIM-03-2021-0169.
Alkaraan, F., Albitar, K., Hussainey, K., & Venkatesh, V. (2022). Corporate transformation toward Industry 4.0 and financial performance: The influence of environmental, social, and governance (ESG). Technological Forecasting and Social Change, 175, 121423. https://doi.org/10.1016/j.techfore.2021.121423.
Arfi, W. B., Hikkerova, L., & Sahut, J.-M. (2018). External knowledge sources, green innovation and performance. Technological Forecasting and Social Change, 129, 210-220. https://doi.org/10.1016/j.techfore.2017.09.017.
Asad, M., Aledeinat, M., Majali, T. e., Almajali, D. A., & Shrafat, F. D. (2024). Mediating role of green innovation and moderating role of resource acquisition with firm age between green entrepreneurial orientation and performance of entrepreneurial firms. Cogent Business & Management, 11(1), 2291850. https://doi.org/10.1080/23311975.2023.2291850.
Askari, A. and ranjbar, M. (2023). Green Marketing is an Approach to Influencing Consumer Shopping Behavior (Case Study: Customers of Grocery Stores in Shiraz). Political Sociology of Iran, 5(12), 584-595. doi: 10.30510/psi.2022.302199.2219. [In Persian].
Askari, M., Heydariyeh, S. and Vakil Alroaia, Y. (2023). Identifying the Green Marketing Components in the Iranian Dairy Industry. Village and Development, 26(3), 213-242. doi: 10.30490/rvt.2023.360026.1489. [In Persian].
Aulina, L., & Yuliati, E. (2017). The effects of green brand positioning, green brand knowledge, and attitude towards green brand on green products purchase intention. Paper presented at the International Conference on Business and Management Research (ICBMR 2017). 10.2991/icbmr-17.2017.50.
Bayus, B. L. (2013). Crowdsourcing new product ideas over time: An analysis of the Dell IdeaStorm community. Management science, 59(1), 226-244. https://doi.org/10.1287/mnsc.1120.1599.
Borah, P. S., Dogbe, C. S. K., Pomegbe, W. W. K., Bamfo, B. A., & Hornuvo, L. K. (2023). Green market orientation, green innovation capability, green knowledge acquisition and green brand positioning as determinants of new product success. European Journal of Innovation Management, 26(2), 364-385. https://doi.org/10.1108/EJIM-09-2020-0345.
Borah, P. S., Pomegbe, W. W. K., & Dogbe, C. S. K. (2022). Mediating role of green marketing orientation in stakeholder risk and new product success relationship among European multinational enterprises in Ghana. Society and Business Review, 17(4), 485-505. https://doi.org/10.1108/SBR-02-2021-0035.
Chang, C.-H. (2011). The influence of corporate environmental ethics on competitive advantage: The mediation role of green innovation. Journal of Business Ethics, 104, 361-370. https://doi.org/10.1007/s10551-011-0914-x.
Chen, W., Wang, X., Peng, N., Wei, X., & Lin, C. (2020). Evaluation of the Green Innovation Efficiency of Chinese Industrial Enterprises: Research Based on the Three‐Stage Chain Network SBM Model. Mathematical Problems in Engineering, 2020(1), 3143651. https://doi.org/10.1155/2020/3143651.
Chen, Y. C., & Arnold, T. (2022). Does alliance orientation matter for new product success? An empirical study of Taiwanese electronics firms. European Journal of Marketing, 56(12), 3347-3380. https://doi.org/10.1108/EJM-07-2021-0540.
Chen, Y.-S., Lai, S.-B., & Wen, C.-T. (2006). The influence of green innovation performance on corporate advantage in Taiwan. Journal of Business Ethics, 67, 331-339. https://doi.org/10.1007/s10551-006-9025-5.
Chen, Y. S., Lin, S. H., Lin, C. Y., Hung, S. T., Chang, C. W., & Huang, C. W. (2020). Improving green product development performance from green vision and organizational culture perspectives. Corporate Social Responsibility and Environmental Management, 27(1), 222-231. https://doi.org/10.1002/csr.1794.
Chung, K. C. (2020). Green marketing orientation: Achieving sustainable development in green hotel management. Journal of Hospitality Marketing & Management, 29(6), 722-738. https://doi.org/10.1080/19368623.2020.1693471.
Claudy, M. C., Peterson, M., & Pagell, M. (2016). The roles of sustainability orientation and market knowledge competence in new product development success. Journal of Product Innovation Management, 33, 72-85. https://doi.org/10.1111/jpim.12343.
Damayanti, E. V., & Waskito, J. (2024). Green Innovation & Green Competitive Advantage in the impact of Green Marketing Orientation on Purchase Intention on the Use of Fabric Shopping Bags in UMS Management Students. Proceedings Series on Social Sciences & Humanities, 15, 55-65. https://doi.org/10.30595/pssh.v15i.927.
Darberazi, A. S., Heidary, S., Ahmadabadi, H. Z., & Mehrizi, A. A. (2023). Designing a Model for the Relationship among the Components of Environmental Management, Quality Management and Employee Productivity: A Case Study of Small and Medium-Sized Enterprises in Yazd Province. Journal of Productivity Management, 17, 66. 10.30495/qjopm.2022.1957526.3366.
Saffari darberazi, A., Malekinejad, P., & Ziaeian, M. (2021). Designing a Green Knowledge Deployment and Implementation Model with an Integrated Approach to Interpretive Structural Modeling and Structural Equation Modeling. Sciences and Techniques of Information Management, 7(3), 123-158. doi: 10.22091/stim.2020.6169.1469.
Dogbe, C. S. K., Tian, H.-Y., Pomegbe, W. W. K., Sarsah, S. A., & Otoo, C. O. A. (2020). Market orientation and new product superiority among small and medium-sized enterprises (SMEs): the moderating role of innovation capability. International Journal of Innovation Management, 24(05), 2050043. https://doi.org/10.1142/S1363919620500437.
Du, Y., & Wang, H. (2022). Green innovation sustainability: how green market orientation and absorptive capacity matter? Sustainability, 14(13), 8192. https://doi.org/10.3390/su14138192.
Elshaer, I. A., Azazz, A. M. S., Alshebami, A. S., Abdulaziz, T. A., Mansour, M. A., & Fayyad, S. (2024). Internal green marketing orientation and business performance: The role of employee environmental commitment and green organizational identity. International Journal of Innovative Research and Scientific Studies, 7(1), 211-225. https://doi.org/10.53894/ijirss.v7i1.2603.
Fallahtafti, H., Saffaridarberazi, A., & Zare, F. (2023). Causal analysis of knowledge synergy in knowledge-based companies with the integrated approach of interpretive structural modeling and structural equations (Study case: Yazd Science and Technology Park). Strategic Management of Organizational Knowledge, 6(3), 49-80. Doi: 10.47176/smok.2023.1623. [In Persian].
García-Granero, E. M., Piedra-Muñoz, L., & Galdeano-Gómez, E. (2018). Eco-innovation measurement: A review of firm performance indicators. Journal of Cleaner Production, 191, 304-317. https://doi.org/10.1016/j.jclepro.2018.04.215.
Giantari, I. G. A. K., & Sukaatmadja, I. P. G. (2021). Effects of environmental orientation, green marketing mix and social capital on the competitive advantage of real estate developers in Bali. Property Management, 39(2), 193-209. https://doi.org/10.1108/PM-01-2020-0005.
Grazzi, M., Sasso, S., & Kemp, R. (2019). A conceptual framework to measure green innovation in Latin America and the Caribbean. http://dx.doi.org/10.18235/0002082.
Goktas, P., & Dirsehan, T. (2025). Using PLS-SEM and XAI for causal-predictive services marketing research. Journal of Services Marketing, 39(1), 53-68. https://doi.org/10.1108/JSM-10-2023-0377.
Guerreiro, J., Loureiro, S. M. C., Nascimento, J., & Duarte, M. (2023). How to earn a premium price: the effect of green marketing and brand coolness. Journal of Communication Management, 27(1), 35-63.  https://doi.org/10.1108/JCOM-05-2022-0062.
Guinot, J., Barghouti, Z., & Chiva, R. (2022). Understanding green innovation: A conceptual framework. Sustainability, 14(10), 5787. https://doi.org/10.3390/su14105787.
Huang, S. Z., Chau, K. Y., Chien, F., & Shen, H. (2020). The impact of startups’ dual learning on their green innovation capability: The effects of business executives’ environmental awareness and environmental regulations. Sustainability, 12(16), 6526. https://doi.org/10.3390/su12166526.
Khan, A. N., Mehmood, K., & Kwan, H. K. (2024). Green knowledge management: A key driver of green technology innovation and sustainable performance in the construction organizations. Journal of Innovation & Knowledge, 9(1), 100455. https://doi.org/10.1016/j.jik.2023.100455.
Li, Y., Ye, F., Sheu, C., & Yang, Q. (2018). Linking green market orientation and performance: Antecedents and processes. Journal of Cleaner Production, 192, 924-931. https://doi.org/10.1016/j.jclepro.2018.05.052.
Liu, F., Wang, R., & Fang, M. (2024). Mapping green innovation with machine learning: Evidence from China. Technological Forecasting and Social Change, 200, 123107. https://doi.org/10.1016/j.techfore.2023.123107.
Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of marketing, 70(4), 1-18. https://doi.org/10.1509/jmkg.70.4.001.
Mehraj, D., & Qureshi, I. H. (2022). Does green brand positioning translate into green purchase intention?: A mediation–moderation model. Business Strategy and the Environment, 31(7), 3166-3181. https://doi.org/10.1002/bse.3069.
Mohammadifar, Y. and Soleimani, M. (2021). Designing a Multi-Level Construct for the Successful Implementation of Green Marketing in Food Companies. New Marketing Research Journal, 11(1), 179-200. doi: 10.22108/nmrj.2021.124538.2214. [In Persian].
Ngo, Q.-H. (2022). The adoption of green market orientation in logistic industries—empirical evidence from Vietnamese SMEs. Journal of Open Innovation: Technology, Market, and Complexity, 8(4), 199. https://doi.org/10.3390/joitmc8040199.
Pakfetrat, H. and Behboodi, O. (2023). Investigating the effect of green entrepreneurship orientation on green supply chain management and sustainable performance: Analysis of the role of market orientation and knowledge management orientation (Case study of Mashhad Municipality). Green Development Management Studies, 2(1), 139-157. doi: 10.22077/jgmd.2023.6647.1037. [In Persian].
Pereira, L. M., Sanchez Rodrigues, V., & Freires, F. G. M. (2024). Use of Partial Least Squares Structural Equation Modeling (PLS-SEM) to Improve Plastic Waste Management. Applied Sciences, 14(2), 628. https://doi.org/10.3390/app14020628.
Saffari darberazi, A., Malekinejad, P., & Ziaeian, M. (2021). Designing a Green Knowledge Deployment and Implementation Model with an Integrated Approach to Interpretive Structural Modeling and Structural Equation Modeling. Sciences and Techniques of Information Management, 7(3), 123-158. Doi: 10.22091/stim.2020.6169.1469. [In Persian].
Sahoo, S., Kumar, A., & Upadhyay, A. (2023). How do green knowledge management and green technology innovation impact corporate environmental performance? Understanding the role of green knowledge acquisition. Business Strategy and the Environment, 32(1), 551-569. https://doi.org/10.1002/bse.3160.
siadatan, M. , Rezvani, M. R. , Zahmatkesh Saredorahi, M. , Fotouhi, N. and Mohammadpour Shirazi, F. (2024). Factors affecting the effects of green marketing on the necessity of ecotourism development using the fuzzy cognitive mapping approach. Journal of Tourism and Development, (), -. Doi: 10.22034/jtd.2023.398072.2771. [In Persian].
Situmorang, T. P., Indriani, F., Simatupang, R. A., & Soesanto, H. (2021). Brand positioning and repurchase intention: The effect of attitude toward green brand. The Journal of Asian Finance, Economics and Business, 8(4), 491-499. https://doi.org/10.13106/jafeb.2021.vol8.no4.0491.
Smith, K. T., & Brower, T. R. (2012). Longitudinal study of green marketing strategies that influence Millennials. Journal of Strategic Marketing, 20(6), 535-551. https://doi.org/10.1080/0965254X.2012.711345.
Song, W., Yu, H., & Xu, H. (2021). Effects of green human resource management and managerial environmental concern on green innovation. European Journal of Innovation Management, 24(3), 951-967. https://doi.org/10.1108/EJIM-11-2019-0315.
Su, J., Xu, B., Li, L., Wang, D., & Zhang, F. (2023). A Green Supply Chain Member Selection Method Considering Green Innovation Capability in a Hesitant Fuzzy Environment. Axioms, 12(2), 188. https://doi.org/10.3390/axioms12020188.
Suasana, I. G. A. K. G., & Ekawati, N. W. (2018). Environmental commitment and green innovation reaching success new products of creative industry in Bali. Journal of Business and Retail Management Research, 12(4). https://doi.org/10.24052/JBRMR/V12IS04/ART-25.
Subhaktiyasa, P. G. (2024). PLS-SEM for multivariate analysis: A practical guide to educational research using SmartPLS. EduLine: Journal of Education and Learning Innovation, 4(3), 353-365. https://doi.org/10.35877/454RI.eduline2861.
Taherpouran, F. , abedi, H. and hajikarimi, B. (2023). Explain the Factors Affecting the Development of Green Marketing in the Chain store Industry. Commercial Surveys, 20(117), 37-57. doi: 10.22034/bs.2022.547611.2480. [In Persian].
Tariq, A., Badir, Y., & Chonglerttham, S. (2019). Green innovation and performance: moderation analyses from Thailand. European Journal of Innovation Management, 22(3), 446-467. https://doi.org/10.1108/EJIM-07-2018-0148.
Tjahjadi, B., Agastya, I. B. G. A., Soewarno, N., & Adyantari, A. (2023). Green human capital readiness and business performance: do green market orientation and green supply chain management matter? Benchmarking: An International Journal, 30(10), 3884-3905. https://doi.org/10.1108/BIJ-10-2021-0622.
Wang, H.-J. (2017). A brand-based perspective on differentiation of green brand positioning: A network analysis approach. Management Decision, 55(7), 1460-1475. https://doi.org/10.1108/MD-04-2016-0251.
Wang, J., Xue, Y., Sun, X., & Yang, J. (2020). Green learning orientation, green knowledge acquisition and ambidextrous green innovation. Journal of Cleaner Production, 250, 119475. https://doi.org/10.1016/j.jclepro.2019.119475.
Wang, Y. M., Zaman, H. M. F., & Alvi, A. K. (2022). Linkage of green brand positioning and green customer value with green purchase intention: the mediating and moderating role of attitude toward green brand and green trust. Sage Open, 12(2), 21582440221102441. https://doi.org/10.1177/21582440221102441.
Yasir, M., Majid, A., & Khan, S. H. (2023). Role of inter-organizational knowledge acquisition in bringing green innovation in manufacturing SMEs: An investigation of green organizational culture and absorptive capacity. Pakistan Journal of Commerce and Social Sciences (PJCSS), 17(1), 92-114.
Yuan, B., & Xiang, Q. (2018). Environmental regulation, industrial innovation and green development of Chinese manufacturing: Based on an extended CDM model. Journal of Cleaner Production, 176, 895-908. https://doi.org/10.1016/j.jclepro.2017.12.034.
Zhao, G., Geng, Y., Sun, H., Tian, X., Chen, W., & Wu, D. (2020). Mapping the knowledge of green consumption: a meta-analysis. Environmental Science and Pollution Research, 27, 44937-44950. https://doi.org/10.1007/s11356-020-11029-y.
کاوش‌های مدیریت بازرگانی
دوره 17، شماره 41
آبان 1404
صفحه 194-217

فایل ها

هم رسانی

ارجاع به این مقاله

آمار