| In recent years,the economy of various countries develops rapidly under the background of globalization,but the environmental problems brought by it are becoming more and more serious.Then,can the protection of the environment and the development of the economy coexist? This issue has attracted great attention in the academic field,and green innovation has emerged as a way to solve this problem.In addition,green innovation has made important contributions to the sustainable development of the country,industry and enterprises.However,throughout the green innovation practice of Chinese enterprises,there is a serious lack of motivation.So,so what is the influence on the enterprise to make this decision? If the enterprise really puts into practice,can green innovation make the enterprise develop continuously and bring about sustainable competitiveness?In order to clarify these problems,through reading a large number of literature,based on upper echelons theory,ambidextrous view and natural resource-based view,and following the logical paradigm of "cognition-behavior-advantage",this paper puts forward the mechanism of action among executive environmental awareness,green innovation and sustainable competitive advantage.At the same time,improve this model better,strategic flexibility is introduced as a moderator.In this paper,data was collected through paper questionnaire and electronic questionnaire,and 370 valid data were analyzed and processed by SPSS21.0 software.The conclusions are as follows:(1)Executive environmental awareness positively affects the acquisition of sustainable competitive advantage;(2)Executive environmental risk awareness has positive effect on green innovation,but executive environmental benefit awareness only has positive effect on utilization green innovation;(3)Green innovation promotes the acquisition of sustainable competitive advantage of enterprises,but the effect of exploratory green innovation on sustainable competitive advantage is stronger;(4)Green innovation plays a part in mediating the role of executives' s environmental awareness in the sustainable competitive advantage.Among them,the utilization green innovation has a mediating effect between the two dimensions of executive environmental awareness and sustainable competitive advantage,while the exploratory green innovation only has a mediating effect between executives' environmental risk awareness and sustainable competitive advantage.There is no mediating effect between benefits awareness and sustainablecompetitive advantage;(5)strategic flexibility has a significant positive moderating effect on the relationship between green innovation and sustainable competitive advantage.The research of this paper reveals the action mechanism of executive cognition on sustainable competitive advantage,opens the "black box" between them,and takes green innovation as an intermediary variable,which extends the depth of green innovation theory to a certain extent.In-depth research on the impact of executives' environmental awareness on sustainable competitive advantage can point out a more specific direction for the long-term development of enterprises and provide more feasible strategic guidelines for executives with environmental awareness.In addition,when formulating green innovation strategy,the contingency effect of strategic flexibility should also be considered,which cannot be underestimated for the role of sustainable competitive advantage. |
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