Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/31915
Title: The detrimental effect of institutional forces on green innovations and customer cooperation
Authors: Geng, R
Yen, D
Azar, G
Di Benedetto, A
Keywords: green innovations;institutions;Guanxi;resource orchestration;green customer cooperation;China
Issue Date: 25-Sep-2025
Publisher: Emerald Publishing Limited
Citation: Geng, R. et al. (2025) 'The detrimental effect of institutional forces on green innovations and customer cooperation', Asia Pacific Journal of Marketing and Logistics, 0 (ahead of print), pp. 1 - 17. doi: 10.1108/APJML-06-2025-1110.
Abstract: Purpose: This study examines how macro (unpredictable government interventions) and micro (guanxi) institutional forces moderate the effect of firms' green innovations on green customer cooperation (GCC) practices. Design/methodology/approach: Using a randomized experimental vignette method, the research collected data from 240 managers in China's electronics sector, each presented with realistic supply chain scenarios. We used Multiple regression analyses to analyze data and test our hypotheses. Findings: The findings indicate that government intervention has a negative influence on the relationship between green innovations and the adoption of GCC (when government intervention is high, the impact of green innovations on the adoption is weaker). Guanxi negatively moderates this relationship as well: at a high level of guanxi, the impact of green innovations on the adoption of GCC is significantly weaker. Originality/value: Our results highlight the detrimental effects of both macro and micro institutional forces by recognizing their resource-demanding nature. Acknowledging the importance of green customer cooperation practices from a customer-oriented approach, this study extends green innovation and supply chain management literature.
Description: Supplementary data are available online at: https://www.emerald.com/apjml/article-abstract/doi/10.1108/APJML-06-2025-1110/1300305/The-detrimental-effect-of-institutional-forces-on?redirectedFrom=fulltext#supplementary-data .
URI: https://bura.brunel.ac.uk/handle/2438/31915
DOI: https://doi.org/10.1108/APJML-06-2025-1110
ISSN: 1355-5855
Other Identifiers: ORCiD: Ruoqi Geng https://orcid.org/0000-0001-8183-7379
ORCiD: Dorothy A. Yen https://orcid.org/0000-0003-1129-9653
ORCiD: Goudarz Azar https://orcid.org/0000-0001-8129-3092
ORCiD: Anthony Di Benedetto https://orcid.org/0000-0003-0862-7150
Appears in Collections:Brunel Business School Research Papers

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