GREEN INNOVATION STRATEGY ON FIRM PERFORMANCE: THE EVIDENCE FROM MANUFACTURING INDUSTRY IN CHINA

Abstract

The objective of this research is to examine the impact of green innovation strategy on firm performance in the manufacturing industry in China. The study used a sample group of 623 managers and executives from companies in the manufacturing industry in China. The sample was collected using a convenience sampling method and data was gathered through a questionnaire survey. The data was analyzed using frequency, percentage, mean, standard deviation, and hypothesis testing was conducted using partial least squares structural equation modeling (PLS-SEM). The research findings reveal that green innovation strategies, including green product innovation, green process innovation, and green services, have a statistically significant positive impact on firm performance at a 0.05 level of significance with a predictive power of 92.7%.