Research On Influence Mechanism Of Green Innovation Performance Of Logistics Enterprises Based On Stakeholder Theory

In recent years,the logistics industry has developed rapidly in China.However,because the market competition is so intense,the logistics industry has entered a stage which has relatively excessive supply,and it is urgent to reduce cost and improve efficiency through transformation and innovation.It is emphasized that scientific innovation and green development should be taken as mission and green service industry should be seen as new engine of economic growth in the Report of Nineteenth National Congress.Under this background,green innovation has become an important way for logistics enterprises to transform and upgrade.However,green innovation is affected by many factors and the affecting mechanism is complex,the existing research mainly focuses on manufacturing industry while the research on service industry is less and immature,so logistics enterprises urgently needs theoretical guidance.Based on the green innovation of logistics enterprises,structural equation model is used to explore the mechanism of stakeholders' influence on green innovation performance.The main contents are as follows:Firstly,on the basis of literature review,the connotation of green innovation and its performance are clarified,and the influencing factors of its performance of logistics enterprises is analyzed.Based on the triple bottom line theory,the index system of green innovation performance is constructed from the perspective of economy,environment and society.Secondly,the driving mechanism of green innovation of logistics enterprises is studied based on stakeholder theory.From the perspective of institutional pressure and enterprises' strategic,the external and internal stakeholders driving green innovation are identified.Then,on the basis of the above research,the impact of stakeholders on green innovation performance is analyzed and relevant assumptions is put forward,and a conceptual model is constructed.Finally,an empirical study on the impact of stakeholders on green innovation performance is conducted based on structural equation model.Through variable design and questionnaire survey,the reliability,validity and fitness of the structural equation model are analyzed by SPSS and AMOS.The path and effect of the model are obtained,and the theoretical explanation is given for the model results.The results show that managers' strategic management has a direct positive impact on green innovation performance.Government compulsory pressure not only has a direct positive impact on green innovation performance,but also has an indirect positive impact through managers' strategic management.Customer normative pressure and competitor imitative pressure can indirectly contribute to green innovation performance through managers' strategic management.This conclusion provides theoretical guidance for green innovation management of logistics enterprises.