The Effect Of Suppliers’ Green Innovation On Focal Corporate Consumers’ Willingness For Value Co-Creation

With the continuous progress of society,the contradiction between economic development and environmental pollution is getting more and more intense.In the context of green supply chain,the traditional supply chain management methods are no longer applicable to the needs of the current development,and countries around the world call for sustainable development in order to improve the contradiction between economic development and environmental pollution.Sustainable development is inseparable from the promotion of green innovation,and as a key member of the supply chain,the importance of green innovation of suppliers is self-evident.At the same time,green innovation of suppliers is a strategic means to build on the core enterprises of the supply chain to implement sustainable development,which can effectively solve the contradiction between economic development and environmental pollution,indirectly drive the green development of the whole supply chain,and make consumers gradually recognize and accept green consumption.It has been proven that green innovation activities carried out by suppliers can have a great impact on the behavioral decisions of downstream consumers in the supply chain.With the popularization of green knowledge and improvement of national quality in China,the green awareness of downstream consumers in the supply chain has been enhanced to a certain extent,and it becomes crucial to explore how suppliers can determine green innovation strategies based on consumer factors.In addition,some irrational factors can also influence suppliers’ green innovation,such as active or passive innovation strategies.However,from the perspective of green multi-layer supply chain,relevant studies about how consumers perceive supplier behavior of core firms,how suppliers of core firms should determine green innovation strategies based on consumer behavior decisions,and how green innovation types interact with innovation drivers and ultimately influence consumers to engage in value co-creation with core firms have not been explored yet.Based on the Chain Liability Effect(CLE)and Green Halo Effect(GHE),this study uses a combination of questionnaire survey method and experimental method to explore the impact of upstream suppliers’ green innovation types on downstream from the perspective of green multi-layer supply chain management through questionnaire survey data of 720 consumers.consumers,and examined the mechanism and boundary conditions of the impact of supplier green innovation types on the willingness to cocreating consumer value in core companies.The linkages between the hypotheses were verified through five experiments.Experiments 1a,1b and 1c explored the effect of supplier green innovation type on core firm consumers’ willingness to co-create-value,and the results showed that substantive green innovation has a higher effect on core firm consumers’ willingness to co-create-value than symbolic green innovation;Experiment 2examined the mediating role of green sincerity perception,and the experiment found that green sincerity perception mediated the effect of supplier green innovation type on core firm consumers’ willingness to co-create-value Experiment 3 explored the moderating role of green innovation drivers.Specifically,consumers’ willingness to co-create value for core firms did not differ when suppliers were proactive in green innovation,whether they were substantive or symbolic,while consumers’ willingness to co-create value for core firms was higher when suppliers were passive in green innovation and when they were substantive(vs.symbolic)in green innovation.higher willingness to co-creating value.This study enriches the literature on green supply chain management and consumers’ willingness to co-create value.In addition,it provides practical guidance for core firms to understand timely consumer behavior decisions,improve marketing performance with the help of green multi-layer supply chain management,and better demand green innovation from suppliers.