Abstract
Abstract
Purpose – Based on the chain liability and green halo effects, this study uses the perspective of multi-tier supply chain management to examine the impact mechanism and boundary conditions of suppliers’ green innovation types on consumers’ willingness to participate in value co-creation with focal firms from the
perspective of multi-tier supply chain management.
Design/methodology/approach – Using four situational experiments, 660 participants were recruited in
Credamo, and SPSS 23.0 was used for data analysis. Experiments 1a and 1b verify the effect of suppliers’ green
innovation on consumers’ willingness to participate in value co-creation with focal firms; experiment 2
examines the mediating effect of green sincerity perception; and experiment 3 explores the moderating effect of innovation proactiveness.
Findings – The results show that suppliers’ green innovation efforts are more sincere when they are substantive (vs. symbolic), thereby generating higher value co-creation intentions. As a driving force, innovation proactiveness
moderates the influence of suppliers’ green innovation types on consumer’s willingness to co-create value with focal firms.
Originality/value – This study enriches the literature on green supply chain management (GSCM) and consumers’ willingness to co-create value. Furthermore, this study provides firms with practical guidance to
improve marketing performance and green innovation practices through multilevel GSCM.
Keywords Multi-tier supply chain management, Green innovation, Green sincerity perception,
Green innovation proactiveness, Willingness for value co-creation
Paper type: Research paper
Purpose – Based on the chain liability and green halo effects, this study uses the perspective of multi-tier supply chain management to examine the impact mechanism and boundary conditions of suppliers’ green innovation types on consumers’ willingness to participate in value co-creation with focal firms from the
perspective of multi-tier supply chain management.
Design/methodology/approach – Using four situational experiments, 660 participants were recruited in
Credamo, and SPSS 23.0 was used for data analysis. Experiments 1a and 1b verify the effect of suppliers’ green
innovation on consumers’ willingness to participate in value co-creation with focal firms; experiment 2
examines the mediating effect of green sincerity perception; and experiment 3 explores the moderating effect of innovation proactiveness.
Findings – The results show that suppliers’ green innovation efforts are more sincere when they are substantive (vs. symbolic), thereby generating higher value co-creation intentions. As a driving force, innovation proactiveness
moderates the influence of suppliers’ green innovation types on consumer’s willingness to co-create value with focal firms.
Originality/value – This study enriches the literature on green supply chain management (GSCM) and consumers’ willingness to co-create value. Furthermore, this study provides firms with practical guidance to
improve marketing performance and green innovation practices through multilevel GSCM.
Keywords Multi-tier supply chain management, Green innovation, Green sincerity perception,
Green innovation proactiveness, Willingness for value co-creation
Paper type: Research paper
| Original language | English |
|---|---|
| Journal | International Journal of Physical Distribution & Logistics Management |
| DOIs | |
| Publication status | Published - 16 Nov 2023 |