Research on Psychological Driving Factors of Enterprise Green Innovation Strategy

Abstract

The concept of green development is widely accepted all around the world. The enhancement of environmental awareness in various countries has greatly reduced environmental risks and improved the long-term sustainable competitiveness of enterprises. Enterprise innovation plays a positive role in enterprise environmental performance. This has been accepted by most scholars. However, in the process of production and operation, enterprises have different driving forces in environmental innovation, and most enterprises are unwilling to invest resources to green innovation activities. The implementation of enterprise green strategy and green innovation is affected and driven by a variety of internal and external factors. The research on the driving force of enterprise innovation is of great significance for green development implementation. Using Likert’s five point scale to collect data, taking the questionnaire data of 574 industrial enterprises in 28 provinces in China as an example, and using structural equation model, this paper analyzes the driving factors on enterprise green innovation, including external factors represented by policy environment and market environment, and internal factors represented by enterprise strategy. The relationship between enterprise green innovation and environmental performance satisfaction, as well as the relationship between enterprise environmental strategy and enterprise business performance, are also studied. The main findings of this paper are as follows. Policy environment and enterprise strategy have a significant positive impact on enterprise green innovation. The policy environment specifically includes environmental policies, punishment measures, industry alliance guidance, green publicity and other factors. Enterprise strategy specifically includes enterprise development objectives, enterprise development level, enterprise reputation and enterprise industry status. The market environment is not enough to promote enterprise innovation, including investor opinions, consumer driven, horizontal competition, social responsibility pressure and other factors. We use financial status, management ability, R & D ability and managers' attention to measure the business level of the enterprise. Comprehensive environmental satisfaction, carbon emission satisfaction and energy intensity satisfaction are used to measure enterprise environmental performance satisfaction. So we find that enterprise strategy affects enterprise management level, and green innovation level has positive significance on environmental performance satisfaction. The conclusion of this study is of great significance to ecological environment protection and long-term development of enterprises. Both green policy and enterprise strategy have a positive driving effect on enterprise innovation. We should scientifically formulate green policies to guide enterprises to change from high energy consumption production to green development. At the same time, enterprise strategy also plays a direct role in promoting environmental innovation. We should improve the green awareness and management ability of enterprise managers.