The detrimental effect of institutional forces on green innovations and customer cooperation

Article

Geng, R., Yen, D., Azar, G. and Di Benedetto, A. 2025. The detrimental effect of institutional forces on green innovations and customer cooperation. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-06-2025-1110
TypeArticle
TitleThe detrimental effect of institutional forces on green innovations and customer cooperation
AuthorsGeng, R., Yen, D., Azar, G. and Di Benedetto, A.
Abstract

Purpose
This study examines how macro (unpredictable government interventions) and micro (guanxi) institutional forces moderate the effect of firms’ green innovations on green customer cooperation (GCC) practices.
Design/methodology/approach
Using a randomized experimental vignette method, the research collected data from 240 managers in China's electronics sector, each presented with realistic supply chain scenarios. We used Multiple regression to analyse data and test our hypotheses.
Findings
The findings indicate that government intervention has a negative influence on the relationship between green innovations and the adoption of GCC (when government intervention is high, the impact of green innovations on the adoption is weaker). Guanxi negatively moderates this relationship as well: at a high level of guanxi, the impact of green innovations on the adoption of GCC is significantly weaker.
Originality/value
Our results highlight the detrimental effects of both macro and micro institutional forces by recognizing their resource-demanding nature. Acknowledging the importance of green customer cooperation practices from a customer-oriented approach, this study extends green innovation and supply chain management literature.

Keywordsgreen innovations; institutions; guanxi; resource orchestration; green customer cooperation; China
Sustainable Development Goals12 Responsible consumption and production
9 Industry, innovation and infrastructure
Middlesex University ThemeSustainability
Creativity, Culture & Enterprise
PublisherEmerald Publishing Limited
JournalAsia Pacific Journal of Marketing and Logistics
ISSN1355-5855
Electronic1758-4248
Publication dates
Online25 Sep 2025
Publication process dates
Submitted08 Jun 2025
Accepted30 Aug 2025
Deposited24 Sep 2025
Output statusPublished
Accepted author manuscript
License
File Access Level
Open
Copyright Statement

© Emerald Publishing Limited. This author accepted manuscript is deposited under a Creative Commons Attribution 4.0 International (CC BY) licence. This means that anyone may distribute, adapt, and build upon the work, subject to full attribution.

Digital Object Identifier (DOI)https://doi.org/10.1108/APJML-06-2025-1110
Web of Science identifierWOS:001577299500001
LanguageEnglish
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