The Mechanism Of Green Motives Influencing Upon Firm Performance

Technological innovations have been on rise in the recent past.In the 21 st century there has been a great call towards ensuring sustainability.Therefore,firms are not only directed by private benefits but have much to take care of including the environment and the society at large.However,the concept and the motives that firms should relate to achieve have remained widely under researched and thus they have been misunderstood.The current research was thus conducted with a main aim of assessing the effect of green motives on firm's performance.Data was collected by means of a questionnaire that contained question that helped to explore the positive effect of green motives on firm performance through the mediator of radical innovation behavior.The analysis broke green motives into three major categories including influential,moral,and relational.Results were analyzed and presented in tables.To capture the objectives data from 164 companies was collected and descriptive,correlations and regressions were used.The study found that there existed a positive significant influence of all the three aspects of green motives on firm performance.It was also revealed that radical innovation behavior has a positive influence on firm performance.Technology capabilities was found to have significant moderating effect of the three green motives on firm performance.In addition,entrepreneurial orientation was seen to significantly moderate radical innovative behavior and firm performance.The study results were seen to have an implication on a wide variety of companies and more specifically in relation to technological innovation,use of green motives,and embracement of entrepreneurial orientation.Thus,the study concluded that firms should ensure use of green motives,should embrace technological management capabilities,and should be at par with entrepreneurial orientation.The study was however limited in scope,due to lack of information form some companies,time,and finances.Thus,further analysis is recommended.