Assessing the Relationship between Market Orientation and Green Product Innovation: The Intervening Role of Green Self-Efficacy and Moderating Role of Resource Bricolage

Akhtar, Shamim; Moleiro Martins, José; Neves Mata, Pedro; Tian, Hongyun; Naz, Shumaila; Goreti de Jesus Dâmaso, Maria; Santos, Ricardo

doi:10.3390/su132011494

Public

Assessing the Relationship between Market Orientation and Green Product Innovation: The Intervening Role of Green Self-Efficacy and Moderating Role of Resource Bricolage

Published in Sustainability • Oct 18, 2021

Authors:

Shamim Akhtar

José Moleiro Martins

Pedro Neves Mata

Abstract

Environmental issues have gradually gained attention in the last decade because of increased global warming and high waste production. Therefore, this article aims to add value to the environment management research by analyzing green product innovation through market orientation. Moreover, this stu...

Subject

Bricolage

Moderation

Mediation

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