Research On The Influence Mechanism Of Green Transformation Behavior Of Manufacturing Enterprises

The long-term of China’s economy development mainly relied on the traditional "pollution first,then governance" economic growth model.Under the limited environment and resources,manufacturing enterprises are responsible for the environmental problem."Green economy" is considered to be an important means to resolve environmental,resource and economic contradictions,and manufacturing green transformation is the prerequisite for the new economic growth.This study started with the introduction of the concept of enterprise green transformation,it analyzed the relevant literature on enterprise green transformation,and combined relevant management theories such as government environmental regulation theory,market guidance theory,endogenous growth theory,push-pull-mooring model.Based on the actual situation of manufacturing enterprises,the measurement dimensions of the push factor,pull factor and mooring factor that affect manufacturing enterprises’ green transformation intentions are analyzed.At the same time,the influence of enterprise green transformation intentions on green transformation behavior is explored.On the basis of the push-pull-mooring model and the intention-behavior theory,the moderating effect of mooring factor on the push or pull factor in the enterprise’s green transformation intention and the moderating effect of corporate environmental responsibility in the enterprise’s green transformation intention and green transformation behavior has been studied and the manufacturing enterprise green transformation behavior model has been built.The reliablity and validity of data was analyzed and the structural equation model was used to test the hypothesis about enterprise green transformation.The results found that the push factors constituted by environmental regulation and market pressure have no significant effect on the enterprise’s green transformation intention.The pull factor composed of perceived usefulness and ease of use has a significant positive effect on the enterprise’s green transformation intention.The mooring factor formed by high transformation costs and the lack of transformation experience has a significant negative impact on the enterprise’s green transformationintention.The mooring factor exerts a negative adjustment effect on the relationship between push factor and the enterprise’s green transformation.The implementation of green transformation behaviors of manufacturing enterprises depends on their intention to green transformation;at the same time,enterprise environmental responsibility has no significant moderating effect on the relationship between green transformation intention and behavior of enterprises.In terms of enterprise characteristics,with the expansion of the scale of enterprises,the proportion of implementing green transformation of enterprises has also increased;the proportion of green transformation implemented by state-owned enterprises is higher than that of foreign-funded enterprises and higher than that of private enterprises.This paper put forward opinions and suggestions to encourage enterprises to implement green transformation behaviors based on the results,such as,cultivating enterprise environmental awareness to strengthen enterprises’ willingness to green transformation;strengthening government environmental control and optimizing green incentive subsidies;enhancing enterprises’ green technology innovation capabilities;formulating differentiated policies to encourage different enterprise to implement green transformation behaviors.