| With the increasingly prominent environmental problems,it is urgent for firms to perform green technological innovation.How to raise the motivation of firm's green technological innovation is a critical issue to be solved urgently.Thus,it is eager to unveil the deep trigger mechanism of firm's green technological innovation,so as to stimulate firms to actively carry out green technological innovation.Compared with the mechanical “stimulusresponse” effect of environmental regulations on green technological innovation,the trigger factors of firm's subjective initiatives can better improve the enthusiasm of green technological innovation.Thus,from the perspective of firm's subjective initiatives,this study takes high-end manufacturing firms as the empirical research object,reveals the influence mechanism of green learning orientation on green technological innovative behavior,and provides theoretical basis and countermeasures support for firms to enhance their initiatives in green technological innovation.The concept of green learning orientation is defined.Green technological innovative behavior is divided into three dimensions: end-of-pipe technological innovative behavior,cleaner process innovative behavior and green product innovative behavior.Managerial environmental awareness is classified into two types: managerial environmental risk awareness and managerial environmental cost-benefit awareness.The characteristics of green technological innovative behavior,including the traits of its each type and high-end manufacturing firms' green technological innovative behavior,are analyzed.Then,based upon the theory of planned behavior and upper echelons theory,this study constructs a theoretical model of green learning orientation influencing green technological innovative behavior,and puts forward hypotheses of the relationships among green learning orientation,green technological innovative intention,green technological innovative behavior and managerial environmental awareness.Besides,selecting high-end manufacturing firms as the data source,this study empirically tests hypotheses by choosing questionnaire survey,hierarchical regression analysis and bootstrap method.The empirical results also pass the robust test.The countermeasures and suggestions to improve the initiatives of firm's green technological innovation are put forward.Firm-level research on green technological innovation is enriched.The application field for the theory of planned behavior is extended.The main research results and innovative points for this study are as follows:(1)This study constructs a theoretical model of green learning orientation affecting green technological innovative behavior.First,the concept of green learning orientation is defined as the organisational value that organization utilizes and creats environmental knowledge to transform actual environmental commitment of environmental protection and responding actively to stakeholders' environmental needs into environmentally practical activities.Then,from a perspective of innovative object,green technological innovative behavior is divided into three dimensions,i.e.,end-of-pipe technological innovative behavior,cleaner process innovative behavior and green product innovative behavior.According to the level of top managers' cognition to firm's environmental behavior,managerial environmental awareness is classified into managerial environmental risk awareness and managerial environmental costbenefit awareness.Lastly,applying the theory of planned behavior and upper echelons theory,a theoretical model is established on the relationships among green learning orientation,green technological innovative intention,managerial environmental awareness and green technological innovative behavior.The direct impact of green learning orientation on green innovative behavior is discussed.The mediating role of green technological innovative intention and the moderating role of managerial environmental awareness are both analyzed.Thus,this research result,by applying the theory of planned behavior into the environmental management,enriches the application field of the theory of planned behavior and expands the theoretical research on green technological innovation.(2)This study finds the positive relationship between green learning orientation and green technological innovative behavior,and clarifies the direct impact of green learning orientation on three types of green technological innovative behavior.The results demonstrate that green learning orientation can directly and positively influence each dimension of green technological innovative behavior,that is,green learning orientation can respectively have a positive effect on end-of-pipe technological innovative behavior,cleaner process innovative behavior and green product innovative behavior.It further shows that green learning orientation is a vital antecedent of firm's green technological innovative behavior.Green learning orientation not only has a positive impact on end-of-pipe technological innovative behavior,but also is conducive to cleaner process innovative behavior and green product innovative behavior.Thus,it provides a new perspective for triggering firm's green technological innovative behavior.(3)This study reveals the partial mediating role of green technological innovative intention in the relationship between green learning orientation and green technological innovative behavior.The results show that green learning orientation can indirectly promote end-of-pipe technological innovative behavior,cleaner process innovative behavior and green product innovative behavior,via green technological innovative intention.It can be seen from the partial mediating effect of green technological innovative intention that a compatible and complementary relationship hides between green learning orientation and green technological innovative intention.Moreover,this compatible and complementary link has a positive influence on each type of green technological innovative behavior.Thus,it can be considered that intention in the the theory of planned behavior palys a partial mediating role in the link between subjective norm and behavior,and the compatible and complementary link between subjective norm and intention has a positive effect on behavior.This research finding explores the mediating mechanism of green technological innovative intention on green technological innovative behavior,clarifies the relationship between intention and behaivor and expands the research on green technological innovative behavior.(4)This study identifies the positive moderating effect of managerial environmental awareness on the link between green learning orientation and green technological innovative behavior.The findings manifest that managerial environmental awareness plays a moderating role in two stages.Specifically speaking,managerial environmental risk awareness actively moderates the relationship between green learning orientation and green technological innovative intention,the relation between green technological innovative intention and endof-pipe technological innovative behavior,and the relation between green technological innovative intention and cleaner process innovative behavior.However,the relationship between green technological innovative intention and green product innovative behavior is positively moderated by managerial environmental cost-benefit awareness.Besides,managerial environmental risk awareness improves the mediating effect of green technological innovative intention on the relationship between green learning orientation and each type of green technological innovative behavior,and managerial environmental costbenefit awareness strengthens the mediating role of green technological innovative intention in the link between green learning orientation and green product innovative behavior.Thus,this result clarifies the boundary conditions for green learning orientation affecting green technological innovative behavior,and reveals the “black box” of the impact of green learning orientation on green technological innovative behavior.(5)This study proposes managerial suggestions to promote firm's green technological innovative behavior.According to the empirical results,on the one hand,this study puts forward the managerial suggestions to improve firm's initiatives of green technological innovative behavior from four aspects,i.e.,cultivating green learning orientation,improving green technological innovative intention,enhancing managerial environmental awareness and strengthening green environmental management;on the other hand,considering the “dual externalities” attribute of green technological innovation,it is suggested that the nation or government,as providers and supporters of green technological innovation,should improve the mechanism to provide firms with beneficial conditions of green technological innovation from four aspects,including optimizing the environment of green technological innovation,deploying key projects of green technological innovation,improving green procurement system,and deepening the opening up and international cooperation in green technological innovation. |
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