Document Type : Original Article
Authors
1 Assistant Professor, Shahid Beheshti University.
2 MSc, Shahid Beheshti University.
Abstract
The rise of pollution and environmental problems, and consequently the growing concern of governments, organizations, and society, led to the emergence of a new concept of green innovation in the modern world. Green innovation is a subset of innovation that develops environmental quality and uses resources optimally. This study aimed to investigate the relationship between green innovation strategy and green innovation mediated by the environmental legitimacy of the organization and green organizational identity (a case study of manufacturers of hospital waste management devices). The present study is a survey and correlational study. The statistical population of this study consists of 14 companies producing hospital waste management devices, which were distributed equally to 10 questionnaires at the level of senior managers and production managers of those companies. Finally, 126 questionnaires were collected, and hypotheses were tested with smart.pls software. The results showed that green organizational identity and environmental legitimacy of the organization mediate the relationship between green innovation strategy and green innovation.
The results of this study suggest that managers need to verify the roles
of green organizational identity and environmental organizational legitimacy in their companies. In the era of an environmentally conscious society, managers need to start with developing a green innovation strategy. However, managers also need to understand that having a strategy is insufficient to directly enhance green innovation performance. Managers need to seek approaches to cultivating a
strong green organizational identity and use the identity to environmental organizational legitimacy from the stakeholders.
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