企業綠化程度新意涵:價值共創與共同創新之觀點

The time period of this study spans two years. In the first year, this empirical study tests hypotheses using a questionnaire survey to explore the positive effect of green motives on green product innovation performance through the mediator of a novel construct, green value co-creation. A total of 143 valid questionnaires were collected from Taiwanese manufacturing companies. In this study, three green motives are examined: instrumental, relational, and moral motives. Green value co-creation is divided into two parts: green co-production and green value-in-use. This research reveals that moral motives are a much stronger driver than instrumental and relational motives. This study also determines that instrumental and moral motives have positive effects on green product innovation performance. However, no positive associations are observed among relational motives green co-production, green value-in-use, and green product innovation performance. This study suggests that Taiwanese manufacturing companies should invest more resources to enhance moral motives, because they are positively associated with green value co-creation and green product innovation performance. In the second year, this study explores the positive effects of appropriability regime and perceived similarity on green co-innovation performance when considering green open innovation activities as the mediator. This study proposes a novel construct, green open innovation activities, and uses structural equation modeling to explore hypotheses. A total of 181 valid questionnaires were collected from Taiwanese manufacturing companies. The results of this study indicate that all the proposed hypotheses are supported. If companies wish to improve their green open innovation activities and green co-innovation performance, they should enhance their appropriability regime and perceived similarity simultaneously.