Volume 12, Issue 2 (12-2025)
J Entrepreneurial Strategies Agric 2025, 12(2): 31-43 |
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Bahmani A, Aslani F, Shafipoor D. (2025). The Effect of Green Entrepreneurship Orientation on Green Product Innovation with Respect to the Mediating Role of Green Creativity. J Entrepreneurial Strategies Agric. 12(2), 31-43. doi:10.61882/jea.2025.425
URL: http://jea.sanru.ac.ir/article-1-425-en.html
URL: http://jea.sanru.ac.ir/article-1-425-en.html
1- Department of Public Management, Payam Noor University, Tehran, Iran
Abstract: (168 Views)
Background: Horticulture is one of the most important subsectors of the agricultural sector, which, together with cropping, accounts for about 66 percent of the agricultural sector's value added at constant prices. About 11 percent of Iran's arable land is made up of orchards, and the area under orchard cultivation in the country is increasing day by day due to its high importance in economic development. Therefore, studying the behavior of orchardists and cooperatives regarding the production of green products is of great importance. Corporate environmental behaviors are influenced by national environmental regulations and international agreements. Increasing customer awareness of the environmental impacts of business activities and manufactured products has driven customer preferences toward green products. These two forces have pushed many companies to set sustainability goals and engage in environmental management in general, and green product innovation in particular, through which they can achieve environmental objectives, meet social expectations, and enhance their competitive advantage. Green entrepreneurship refers to businesses involved in economic activities that contribute to environmental protection or restoration and the conservation of natural resources. Ideally, one might argue that only internal matters should be considered to maximize profit in enterprises; however, it is essential to note that beyond profitability, enterprises can also gain public credibility and reputation by observing ethical and social aspects. Therefore, green entrepreneurship presents an opportunity for businesses to distinguish themselves from others and create a golden opportunity for their advancement. On the other hand, green innovation has become a highly topical issue. Concerns about the environment are increasingly shared across society. The effects of greenhouse gases, pollutant emissions, alternative energy, and resource scarcity are all linked to green innovation. Consequently, more companies are engaging in green innovation. Green product innovation refers to product innovation that includes green design, non-toxic materials, energy saving, waste recycling, or pollution prevention. Despite the significant impact of green product innovation on companies' sustainable growth and social sustainability, it is not yet fully understood how such innovation can be facilitated through strategic positioning. Innovation and change are becoming key sources of competitive advantage for cooperative companies. The present study aims to examine the impact of green entrepreneurship orientation on green product innovation, considering the mediating role of farmers' green creativity.
Methods: This research is descriptive-analytical and applied in nature. The statistical population included orchardists in the Gatab District of Babol County, totaling approximately 5,000 individuals. Using Cochran's formula, a sample of 360 individuals was selected through simple random sampling. The main instrument for data collection was a questionnaire consisting of two parts: personal and professional characteristics of the respondents, and questions related to measuring green entrepreneurship orientation, green product innovation, and green creativity. A five-point Likert scale was used, ranging from "strongly agree" to "strongly disagree." Green entrepreneurship orientation was measured using an eight-item scale, green product innovation with a four-item scale, and green creativity with a six-item scale. Content validity was assessed through expert judgment, and construct validity was evaluated by calculating the average variance extracted (AVE). Reliability was confirmed by Cronbach's alpha, calculated at 0.910 for green entrepreneurship orientation, 0.907 for green product innovation, and 0.942 for green creativity. For data analysis, structural equation modeling (SEM) with the Partial Least Squares (PLS) approach was applied using Smart PLS software.
Results: Green entrepreneurship orientation has a direct and significant effect on green creativity. Additionally, green entrepreneurship orientation directly and significantly affects green product innovation. Green creativity also has a direct and significant effect on green product innovation. Finally, green creativity mediates the relationship between green entrepreneurship orientation and green product innovation.
Conclusion: Individuals with an entrepreneurial orientation can facilitate growth and development in developing green products to achieve green sustainability. In a dynamic business environment, companies need to continuously seek out and exploit new opportunities. An entrepreneurial orientation is a strategy that creates processes for decision-makers to use to achieve organizational goals, maintain vision, and create competitive advantage. Cooperative companies and orchardists can focus on green entrepreneurship orientation to promote green product development and achieve green sustainability in their overall growth. To meet customer preferences and societal expectations, they should optimally translate their green entrepreneurial strategies into green products. When green entrepreneurship orientation is implemented, orchardists and cooperatives can succeed in creative green efforts to generate ideas or solutions related to green product design, packaging, adoption of green technologies, or the production of green materials. Orchardists’ creative contributions to green product innovation should be recognized, evaluated, and rewarded to strengthen their green creativity efforts. Cooperative companies and agricultural managers should equip orchardists with up-to-date knowledge of green materials and technologies, as well as divergent thinking skills to enhance their creativity for developing new green products.
Methods: This research is descriptive-analytical and applied in nature. The statistical population included orchardists in the Gatab District of Babol County, totaling approximately 5,000 individuals. Using Cochran's formula, a sample of 360 individuals was selected through simple random sampling. The main instrument for data collection was a questionnaire consisting of two parts: personal and professional characteristics of the respondents, and questions related to measuring green entrepreneurship orientation, green product innovation, and green creativity. A five-point Likert scale was used, ranging from "strongly agree" to "strongly disagree." Green entrepreneurship orientation was measured using an eight-item scale, green product innovation with a four-item scale, and green creativity with a six-item scale. Content validity was assessed through expert judgment, and construct validity was evaluated by calculating the average variance extracted (AVE). Reliability was confirmed by Cronbach's alpha, calculated at 0.910 for green entrepreneurship orientation, 0.907 for green product innovation, and 0.942 for green creativity. For data analysis, structural equation modeling (SEM) with the Partial Least Squares (PLS) approach was applied using Smart PLS software.
Results: Green entrepreneurship orientation has a direct and significant effect on green creativity. Additionally, green entrepreneurship orientation directly and significantly affects green product innovation. Green creativity also has a direct and significant effect on green product innovation. Finally, green creativity mediates the relationship between green entrepreneurship orientation and green product innovation.
Conclusion: Individuals with an entrepreneurial orientation can facilitate growth and development in developing green products to achieve green sustainability. In a dynamic business environment, companies need to continuously seek out and exploit new opportunities. An entrepreneurial orientation is a strategy that creates processes for decision-makers to use to achieve organizational goals, maintain vision, and create competitive advantage. Cooperative companies and orchardists can focus on green entrepreneurship orientation to promote green product development and achieve green sustainability in their overall growth. To meet customer preferences and societal expectations, they should optimally translate their green entrepreneurial strategies into green products. When green entrepreneurship orientation is implemented, orchardists and cooperatives can succeed in creative green efforts to generate ideas or solutions related to green product design, packaging, adoption of green technologies, or the production of green materials. Orchardists’ creative contributions to green product innovation should be recognized, evaluated, and rewarded to strengthen their green creativity efforts. Cooperative companies and agricultural managers should equip orchardists with up-to-date knowledge of green materials and technologies, as well as divergent thinking skills to enhance their creativity for developing new green products.
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