The effects of organizational factors on green new product success

Abstract

Purpose This study seeks to identify the factors influencing the performance of green new product development. Additionally, an examination of the relationship between green performance and financial performance is carried out. Design/methodology/approach The study employed survey instrument data collected from 181 companies in hi‐tech industries including electrical, electronics, and information industries of Taiwan. Exploratory factor analysis and multiple regressions were used for hypothesis testing. Findings Corporate environmental commitment, environmental benchmarking, R&D strength, and cross‐functional integration significantly positively influenced financial performance. Additionally, green product innovation performance has a positive effect on financial performance. Research limitations/implications A longitudinal research design is necessary to validate these claims of causality. Furthermore, since respondents provided data on both the independent and dependent variables, there is the possibility that the correlations were inflated as a result of single‐source bias. Practical implications The identification of the specific actions of both top management support and environmental benchmarking must be implemented for green new product development to occur. Additionally, successful GNPD needs to be underpinned by an environmental product strategy that is explicit, clearly defined, and linked to the overall strategy of the firm. Social implications Taiwan's rapid industrialization has generated numerous environmental problems. Moving forward, the Taiwanese government should implement advanced green management concepts to keep abreast of the global environmental movement. Enterprises have to be dedicated to developing GNPD; achieving GNPD success will bring great challenges for firms in Taiwan. Originality/value The integration of innovation, new product development, and green management philosophies is explored in order to develop and empirically test a theoretical framework of the organizational factors. This paper is the first to conduct a large sample survey of the hi‐tech industries including the electrical, electronics, and information industries in Taiwan to examine organizational factor effects on GNPD success, and the relationship between green product innovation performance and financial performance.

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