Research On The Impact Mechanism Of Market Environmental Pressure On Enterprise’ Green Technology Innovation

China’s extensive mode of economic growth has led to severe environmental pollution and ecological crises,which have garnered close attention from the government,the public,and other stakeholders.The "14th Five-Year Plan" explicitly states that green development and energy technology innovation should be fundamental principles.In recent years,green technology innovation has become an important means of solving environmental problems,gaining competitive advantages,and achieving carbon neutrality.It is a basic innovation capability of enterprises,and its importance has become increasingly prominent worldwide.At the same time,the dual externality,positive and negative,is the main feature of green technology innovation.The positive externality is reflected in the fact that green technology innovation can reduce environmental pollution and resource consumption,promote environmental protection and sustainable development,and have a positive impact on society.The negative externality is reflected in the fact that polluting enterprises are unwilling to adopt environmental protection measures,leading to social costs of environmental pollution and resource consumption that are higher than the personal costs of the polluter,causing damage to other enterprises and individuals.Therefore,in order to solve the increasingly serious environmental problems,it is necessary to exert pressure on enterprises to increase their environmental protection investments and improve their level of green technology innovation.In addition,with the increasing external environmental pressure from the green market,the environmental pressure from customers and suppliers has gradually become a key driving force for enterprise green innovation.At the same time,knowledge management related capabilities are also considered to be closely related to enterprise green technological innovation.However,research on the relationship between market environmental pressure and enterprise green technological innovation is relatively lacking,and the mechanism and mechanism of action between the two are not rich enough.This article fills the gap by enhancing the role of customers and suppliers in the adoption of green technological innovation,providing support for promoting green technological innovation.Based on this,this article relies on legitimacy theory,stakeholder theory,and knowledgebased view as the research foundation,divides market environmental pressure into two dimensions:customer environmental demand and supplier environmental awareness.Using panel data from listed companies in China’s heavy pollution manufacturing industry from 2012 to 2020 as the research sample,a multiple regression model is constructed based on the research framework,and the hypothesis is tested through various regression methods.It is hoped that by exploring the mechanism of the environmental pressure of different market subjects on driving enterprise green technological innovation,that is,the impact path of "market environmental pressure-knowledge acquisition strategy-enterprise green technological innovation".At the same time,starting from the level of enterprise knowledge foundation,the moderating effect of boundary variables such as knowledge diversification on market environmental pressure and knowledge acquisition strategies is explored in depth.The empirical research results show that:Firstly,both customer demand for environmental protection and supplier awareness of environmental protection can actively promote enterprises to engage in green technology innovation,with customer demand having a stronger driving effect.Secondly,customer demand for environmental protection can affect enterprise green technology innovation through internal knowledge acquisition mechanisms,while supplier awareness of environmental protection can achieve green technology innovation not only through internal knowledge acquisition but also through external knowledge acquisition.Thirdly,the relationship between market environmental pressure and knowledge acquisition strategy is influenced by knowledge diversification.Specifically,knowledge diversification negatively moderates the positive relationship between customer demand for environmental protection and internal knowledge acquisition,and also negatively moderates the positive relationship between supplier awareness of environmental protection and external knowledge acquisition.This thesis extends previous research that mostly focuses on the impact of institutional pressure from the government or normative pressure from the public on enterprise green technology innovation and explores the mechanism of the relationship between market environmental pressure and green technology innovation.The construction of the "market environmental pressure-green technology innovation" framework further expands the driving factors of green technology innovation.In addition,this thesis explores the mechanism of the relationship between "market environmental pressure-green technology innovation" from the perspective of knowledge acquisition strategy,and further examines the moderating effect of knowledge diversification on the relationship between market environmental pressure and knowledge acquisition strategy.The study aims to enhance the ability of enterprises to respond to market environmental pressure and to provide theoretical support and policy recommendations for improving enterprise green technology innovation capability and perfecting enterprise knowledge structure.