Influence Mechanism Of Enterprise Green Core Competence On Competitive Advantage

With environmental protection atmosphere increasingly being strong and the rapid growth of consumers' environmental consciousness all around the world,the formation mechanism of enterprise competitive advantage is chaning and green management is gradually becoming one important determinant factors of competitive advantage.Under new circumstance,enterprises urgently need to find ways to form its own competitive advantage and green core competence is proved to be one typical foundation.At the same time,green innovation is favored by both practice and academia field and is gradually becoming one important strategic tool for enterprises' sustainable development.In order to explore how enterprise green core competence influence competitive advantage and the role green innovaiton(including green product innovaion,green process innovation)and environmental ethic playing in this process,we built the theoretical model of the mechanism that enterprise green core competence influencing competitive advantage.To test these hypotheses,we designed a questionnaire,and conducted a field survey of the employees from about 300 enterprises in Xi'an,Tianjin and Nanjing.Finally,we collected 321 valid samples.SPSS19.0,Smart PLS(2.0M3)and Amos17.0 software were used to make an analysis of the collected data,and then get the empirical research findings.According to the results of empirical studies,Our result indicates that there is a significant positive interaction between enterprise green core competence and competive advantage,green innovaiton;Green product innovation has positive effects on competive advantage and it is proved of playing an significant partial intermediary role between green core competence and competitive advange;But the relationship between green process innovaiton and competitive advantage is not significant;Enterprise environmental ethic positively moderate the relationship between green core competence and green innovation.According to the conclusion,we made suggestions for enterprises and other counterparts.Enterprises should cultivate its own green core competence,strength environmental ethic and make more detailed innovation incentive policy.We expect our suggestions can help enterprises fulfill social responsibility and make contributions to environmental protection.