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

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.