The Parallel Multi-Mediator Role of Green Brand Image And Equity in The Relationship Between Green Process Innovation and Competitive Advantage

Yıl 2022, Cilt: 26 Sayı: 3, 707 - 728, 25.12.2022

Ceylan Bozpolat , Murat Fatih Tuna

Öz

This study aims to reveal the parallel multi-mediator effects of green brand image and brand equity in the relationship between green process innovation and competitive advantage. For this purpose, the green process innovation project of a brand in the category of cleaning products has been evaluated. The data for the research were obtained from volunteer participants through convenience sampling method and online questionnaire. The collected data were pre-tested with explanatory and confirmatory factor analysis, and then parallel multi-mediator analysis was performed by establishing structural equation modeling to test the research hypotheses with 534 participants. According to the findings, although green process innovation has a direct positive effect on green brand image, it does not have the same effect on green brand equity. In addition, no direct relationship was observed between green process innovation and competitive advantage. Thus, green brand image and green brand equity variables played a full mediator role in this relationship. When the parallel multi-mediation roles are examined, it has been determined that green brand equity (R2=0.731) with the green process innovation premise has a stronger positive effect on competitive advantage than green brand image (R2=0.637). Although studies on the greening of brands and its reflection on behavioral intentions have increased, a limited number of theorists have investigated how green innovations in production processes have an effect on businesses gaining competitive advantage. For this reason, the current study contributes to the literature and has some implications for practitioners.

Anahtar Kelimeler

Green Process Innovation,, Competitive Advantage,, Green Brand Image,, Green Brand Equity

Yeşil Süreç İnovasyonu ile Rekabet Avantajı Arasındaki İlişkide Yeşil Marka İmajının ve Değerinin Paralel Çoklu Aracılık Rolü

Öz

Bu çalışma, yeşil süreç inovasyonu ile rekabet avantajı arasındaki ilişkide yeşil marka imajı ve marka değerinin paralel çoklu aracı etkilerini ortaya çıkarmayı amaçlamaktadır. Bu amaç doğrultusunda temizlik ürünleri kategorisinde yer alan bir markanın yapmış olduğu yeşil süreç inovasyonu projesi değerlendirilmeye alınmıştır. Araştırma için veriler, kolayda örnekleme yöntemi ve çevrimiçi anket aracılığıyla gönüllü katılımcılardan elde edilmiştir. Toplanan veriler açıklayıcı ve doğrulayıcı faktör analizi ile ön teste tabi tutulmuş ve sonrasında araştırma varsayımlarını 534 katılımcıyla sınamak için yapısal eşitlik modellemesi kurularak paralel çoklu aracılık analizi yapılmıştır. Bulgulara göre yeşil süreç inovasyonu yeşil marka imajı üzerinde doğrudan pozitif etkiye sahip olmasına rağmen yeşil marka değeri üzerinde aynı yönde etkiye sahip değildir. Ayrıca yeşil süreç inovasyonu ile rekabet avantajı arasında doğrudan ilişki gözlenmemiştir. Böylece yeşil marka imajı ve yeşil marka değeri değişkenleri bu ilişkide tam aracı rol oynamıştır. Paralel çoklu aracılık rolleri incelendiğinde yeşil süreç inovasyonu öncülüyle yeşil marka değerinin (R2=0,731) rekabet avantajı üzerinde yeşil marka imajından (R2=0,637) daha güçlü bir pozitif etkiye sahip olduğu tespit edilmiştir. Markaların yeşillenmesi ve bunun davranışsal niyetlere yansıması ile ilgili çalışmalar artsa da işletmelerin rekabet avantajı kazanmalarında, üretim süreçlerinde yeşil inovasyon yapmalarının ne düzeyde etkiye sahip olduğu sınırlı sayıda teorisyen tarafından araştırılmıştır. Bu nedenle mevcut çalışma literatüre katkı sağlayarak uygulayıcılara birtakım çıkarımlarda bulunmaktadır.

Anahtar Kelimeler

Yeşil Süreç İnovasyonu, Rekabet Avantajı, Yeşil Marka İmajı, Yeşil Marka Değeri

Kaynakça

• Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
• Aguilera, R. V., Rupp, D. E., Williams, C. A., ve Ganapathi, J. (2007). Putting the s back in corporate social responsibility: a multilevel theory of social change in organizations. Academy of Management Review, 32(3), 836-863.
• Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence & Planning, 36(7), 809-824.
• Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2007). Sosyal bilimlerde araştırma yöntemleri: SPSS uygulamalı. Sakarya Yayıncılık.
• Anderson, J. C. ve Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
• Ariffin, S., Yusof, J. M., Putit, L. ve Shah, M. I. A. (2016). Factors influencing perceived quality and repurchase intention towards green products. Procedia Economics and Finance, 37, 391-396.
• Awang, Z. (2012). A handbook on SEM: Structural equation modeling. (2nd. ed.), Kuala Lumpur: Center of Graduate Studies.
• Bai, Y., Song, S., Jiao, J. ve Yang, R. (2019). The impacts of government R&D subsidies on green innovation: Evidence from Chinese energy-intensive firms. Journal of Cleaner Production, 233, 819-829.
• Bal, E. (2019). Çevresel inovasyon faaliyetlerinin işletmelerin uluslararasi rekabetçiliğine etkisi: Marmara bölgesi kimya sektörü örneği. Yayımlanmamış doktora tezi, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
• Baran, A., Söylemez, C. ve Yurdakul, M. (2017). Algılanan yeşil kalite, algılanan yeşil risk ve yeşil marka imajının yeşil marka değeri üzerindeki etkisinde yeşil güvenin aracılık rolü. Uluslararası Yönetim İktisat ve İşletme Dergisi, 13(13), 1-11.
• Baron, R. M., ve Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
• Bashir, S., Khwaja, M. G., Rashid, Y., Turi, J. A. ve Waheed, T. (2020). Green brand benefits and brand outcomes: The mediating role of green brand image. Sage Open, 10(3), 1-11.
• Bekk, M., Spörrle, M., Hedjasie, R. ve Kerschreiter, R. (2016). Greening the competitive advantage: Antecedents and consequences of green brand equity. Quality & Quantity, 50(4), 1727-1746.
• Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238-246.
• Borah, P. S., Dogbe, C. S. K., Pomegbe, W. W. K., Bamfo, B. A. ve Hornuvo, L. K. (2021). Green market orientation, green innovation capability, green knowledge acquisition and green brand positioning as determinants of new product success. European Journal of Innovation Management, ahead-of-print(ahead-of-print), 1460-1060.
• Butt, M. M., Mushtaq, S., Afzal, A., Khong, K. W., Ong, F. S. ve Ng, P. F. (2017). Integrating behavioural and branding perspectives to maximize green brand equity: a holistic approach. Business Strategy and the Environment, 26(4), 507-520.
• Büyüköztürk, Ş. (2002). Faktör analizi: Temel kavramlar ve ölçek geliştirmede kullanımı. Kuram ve Uygulamada Eğitim Yönetimi, 32(32), 470-483.
• Byrne, B. M. (2013). Structural equation modeling with EQS: Basic concepts, applications, and programming. New York: Routledge.
• Chan, H. Y., Boksem, M. ve Smidts, A. (2018). Neural profiling of brands: mapping brand image in consumers’ brains with visual templates. Journal of Marketing Research, 55(4), 600-615.
• Chang, C. H. (2011). The influence of corporate environmental ethics on competitive advantage: The mediation role of green innovation. Journal of Business Ethics, 104(3), 361-370.
• Chen, Y. S. (2008). The driver of green innovation and green image–green core competence. Journal of Business Ethics, 81(3), 531-543.
• Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319.
• Chen, Y. S., Huang, A. F., Wang, T. Y. ve Chen, Y.R. (2020). Greenwash and green purchase behaviour: The mediation of green brand image and green brand loyalty. Total Quality Management & Business Excellence, 31(1-2), 194-209.
• Chen, Y. S., Hung, S. T., Wang, T. Y., Huang, A. F. ve Liao, Y. W. (2017). The influence of excessive product packaging on green brand attachment: the mediation roles of green brand attitude and green brand image. Sustainability, 9(4), 654, 1-15.
• Chen, Y. S., Lai, S. B. ve Wen, C. T. (2006). The influence of green innovation performance on corporate advantage in Taiwan. Journal of Business Ethics, 67(4), 331-339.
• Chen, Y. S., Tien, W. P., Lee, Y. I. ve Tsai, M. L. (2016). Greenwash and green brand equity. 2016 Portland International Conference on Management of Engineering and Technology (PICMET), Honolulu: IEEE, 1797-1803.
• Chiou, T. Y., Chan, H. K., Lettice, F. ve Chung, S. H. (2011). The influence of greening the suppliers and green innovation on environmental performance and competitive advantage in Taiwan. Transportation Research Part E: Logistics and Transportation Review, 47(6), 822-836.
• Clark, C. E. ve Crawford, E. P. (2012). Influencing climate change policy: the effect of shareholder pressure and firm environmental performance. Business & Society, 51(1), 148-175.
• Comrey, A. L. ve Lee, H. B. (1992). A first course in factor analysis (2th Edition), New Jersey: Lawrence Erlbaum Associates, Publishers, Hillsdale.
• Dangelico, R. M. (2016). Green product innovation: Where we are and where we are going. Business Strategy and the Environment, 25(8), 560-576.
• Ding, Z., Ng, F. ve Li, J. (2014). A parallel multiple mediator model of knowledge sharing in architectural design project teams. International Journal of Project Management, 32(1), 54-65.
• Dixit, J. S., Alavi, S. ve Ahuja, V. (2020). Measuring consumer brand perception for green apparel brands. International Journal of E-Business Research (IJEBR), 16(1), 28-46.
• Doszhanov, A. ve Ahmad, Z. A. (2015). Customers’ intention to use green products: The impact of green brand dimensions and green perceived value. SHS Web of Conferences, 18, 01008.
• Edwards-Schachter, M. (2018). The nature and variety of innovation. International Journal of Innovation Studies, 2(2), 65-79.
• Edwards-Schachter, M. E. (2016). Challenges to firms’ collaborative innovation facing the innovation babel tower. In handbook of research on driving competitive advantage through sustainable, lean, and disruptive innovation, Hershey: IGI Global, 204-227.
• Eği̇n, E., Bi̇nboğa, G. ve Alaca, S. (2018). Sürdürülebilir rekabet üstünlüğü sağlamada yeşil temel yeteneğin rolü. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 16(2), 1-20.
• Fornell C. ve Larcker D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
• Foster, C. ve Green, K. (2000). Greening the innovation process. Business Strategy and the Environment, 9(5), 287-303.
• Fussler, C. ve James, P. (1996). Driving eco-innovation: a breakthrough discipline for innovation and sustainability. New York: Pitman Publishing.
• Gerba, C. P. ve Brusseau, M. L. (2019). Chapter 30-Environmental laws and regulations. In M. L. Brusseau, I. L. Pepper ve Gerba, C. P. (Ed.), Environmental and Pollution Science (Third Edition), Academic Press, 565-572.
• Guerreiro, J. ve Pacheco, M. (2021). How green trust, consumer brand engagement and green word-of-mouth mediate purchasing intentions. Sustainability, 13(14), 7877, 1-13.
• Gupta, S., Gallear, D., Rudd, J. ve Foroudi, P. (2020). The impact of brand value on brand competitiveness. Journal of Business Research, 112, 210-222.
• Gürlek, M. ve Tuna, M. (2018). Reinforcing competitive advantage through green organizational culture and green innovation. The Service Industries Journal, 38(7-8), 467-491.
• Ha, M. (2020). Investigating green brand equity and its driving forces. Management Science Letters, 10(10), 2385-2394.
• Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2006). Multivariate data analysis (Seventh Edition). New Jersey: Pearson Prentice Hall.
• Hartmann, P., Apaolaza Ibáñez, V. ve Forcada Sainz, F. J. (2005). Green branding effects on attitude: Functional versus emotional positioning strategies. Marketing Intelligence & Planning, 23(1), 9-29.
• Hayes, A. F. ve Preacher, K. J. (2010). Quantifying and testing indirect effects in simple mediation models when the constituent paths are nonlinear. Multivariate Behavioral Research, 45(4), 627-660.
• Hillestad, T., Xie, C. ve Haugland, S. A. (2010). Innovative corporate social responsibility: The founder’s role in creating a trustworthy corporate brand through “green innovation”. Journal of Product and Brand Management, 19(6), 440-451.
• Hsieh, A. ve Li, C. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence & Planning, 26(1), 26-42.
• Hu, L. T. ve Bentler, P. M. (1995). Evaluating model fit. In R. H. Hoyle (Ed.), Structural equation modeling: Concepts, issues, and applications, Sage Publications, Inc., 76–99.
• Huang, J. W., Li, Y. H. ve Yen, M. T. (2016). The relationship between green innovation and business performance-the mediating effect of brand image. Sansia, 13(1), 89-118.
• Janosis, V. ve Virvilaitė, R. (2007). Brand image formation. Engineering Economics, 2(52), 78-90.
• Jeong, E., Jang, S., Day, J. ve Ha, S. (2014). The impact of eco-friendly practices on green image and customer attitudes: An investigation in a café setting. International Journal of Hospitality Management, 41, 10-20.
• Kang, S. ve Hur, W. M. (2012). Investigating the antecedents of green brand equity: a sustainable development perspective. Corporate Social Responsibility and Environmental Management, 19(5), 306-316.
• Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
• Khandelwal, U., Kulshreshtha, K. ve Tripathi, V. (2019). Importance of consumer-based green brand equity: empirical evidence. Paradigm, 23(1), 83-97.
• Kivimaa, P. ve Kautto, P. (2010). Making or breaking environmental innovation? Technological change and innovation markets in the pulp and paper industry. Management Research Review, 33(4), 289-305.
• Kline, R. B. (2011). Principles and practice of structural equation modeling. (3rd ed.). New York: The Guilford Press.
• Lăzăroiu, G., Klieštik, T. ve Kovacova, M. (2020). Urban big data analytics: sustainable business practices, green technological innovation and firm competitiveness. Conferinta Internationala de Administratie Si Management Public, 16(1), 89-95.
• Lin, J. ve Zhou, Z. (2020). The positioning of green brands in enhancing their image: the mediating roles of green brand innovativeness and green perceived value. International Journal of Emerging Markets, ahead-of-print(ahead-of-print), 1746-8809.
• Lin, R. J., Tan, K. H. ve Geng, Y. (2013). Market demand, green product innovation, and firm performance: Evidence from Vietnam motorcycle industry. Journal of Cleaner Production, 40, 101-107.
• Lin, W. L., Ho, J. A., Sambasivan, M., Yip, N. ve Mohamed, A. B. (2021). Influence of green innovation strategy on brand value: the role of marketing capability and R&D intensity. Technological Forecasting and Social Change, 171, 120946.
• Lowry, P. B. ve Gaskin, J. (2014). Partial least squares (PLS) structural equation modeling (SEM) for building and testing behavioral causal theory: When to choose it and how to use it. IEEE Transactions on Professional Communication, 57(2), 123-146.
• MacKinnon, D. P. (2012). Introduction to statistical mediation analysis. New York: Routledge.
• Malhotra, N., Nunan, D. ve Birks, D. (2017), Marketing Research – an Applied Approach. 5th Ed. Pearson.
• Meydan, C. H. ve Şeşen. H., (2015), Yapısal eşitlik modellemesi amos uygulamaları (2. Baskı). Ankara: Detay.
• Moisander, J., Markkula, A. ve Eräranta, K. (2010). construction of consumer choice in the market: challenges for environmental policy. International Journal of Consumer Studies, 34(1), 73-79.
• Mourad, M. ve Ahmed, Y. S. E. (2012). Perception of green brand in an emerging innovative market. European Journal of Innovation Management, 15(4), 514-537.
• Ng, P. F., Butt, M. M., Khong, K. W. ve Ong, F. S. (2014). Antecedents of green brand equity: an integrated approach. Journal of Business Ethics, 121(2), 203-215.
• Noci, G. ve Verganti, R. (1999). Managing ‘green’ product innovation in small firms. R&D Management, 29(1), 3-15.
• Padgett, D. ve Allen, D. (1997). Communicating experiences: a narrative approach to creating service brand image. Journal of Advertising, 26(4), 49-62.
• Park, S. H. (2009). The antecedents and consequences of brand image: based on keller’s customer-based brand equity, PhD Dissertion, The Ohio State University.
• Parker, B., Segev, S. ve Pinto, J. (2010). What it means to go green: consumer perceptions of green brands and dimensions of “greenness”. American Academy of Advertising Conference Proceedings, 99-111.
• Reid, E. M. ve Toffel, M. W. (2009). Responding to public and private politics: corporate disclosure of climate change strategies. Strategic Management Journal, 30(11), 1157-1178.
• Richardson, P. S., Dick, A. S. ve Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28-36.
• Salvadó, J. A., Castro, G. M. de, Verde, M. D. ve López, J. E. N. (2012). Environmental innovation and firm performance: a natural resource-based view. Basingstoke: Palgrave Macmillan.
• Saunila, M., Ukko, J. ve Rantala, T. (2018). Sustainability as a driver of green innovation investment and exploitation. Journal of Cleaner Production, 179, 631-641.
• Schermelleh- Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
• Schiederig, T., Tietze, F. ve Herstatt, C. (2012). Green innovation in technology and innovation management–an exploratory literature review. R&D Management, 42(2), 180-192.
• Sivo, S. A., Fan, X., Witta, E. L. ve Willse, J. T. (2006). The search for "optimal" cutoff properties: Fit index criteria in structural equation modeling. The Journal of Experimental Education, 74(3), 267-288.
• Tabachnick, B. G., Fidell, L. S., ve Ullman, J. B., (2007). Using multivariate statistics. Boston: Pearson.
• Tariq, A., Badir, Y. F., Safdar, U., Tariq, W. ve Badar, K. (2019). Linking firms’ life cycle, capabilities, and green innovation. Journal of Manufacturing Technology Management, 31(2), 284-305.
• Trott, S. (2020). The impact of green banking initiatives on green brand equity of banks in India. International Journal of Business Forecasting and Marketing Intelligence, 6(2), 79-98.
• TÜİK (2021). Adrese Dayalı Nüfus Kayıt Sistemi Sonuçları. Erişim Adresi: https://data.tuik.gov.tr/Bulten/Index
• Wang, C. H. (2019), How organizational green culture influences green performance and competitive advantage: The mediating role of green innovation. Journal of Manufacturing Technology Management, 30(4), 666-683.
• Wänke, M., Herrmann, A. ve Schaffner, D. (2007). Brand name influence on brand perception. Psychology & Marketing, 24(1), 1-24.
• White, D. F. (2002). A green industrial revolution? Sustainable technological innovation in a global age. Environmental Politics, 11(2), 1-26.
• Xie, X., Hoang, T. T. ve Zhu, Q. (2022). Green process innovation and financial performance: The role of green social capital and customers’ tacit green needs. Journal of Innovation & Knowledge, 7(1), 100165.
• Xie, X., Huo, J. ve Zou, H. (2019). Green process innovation, green product innovation, and corporate financial performance: a content analysis method. Journal of Business Research, 101, 697-706.
• Yao, Q., Zeng, S., Sheng, S. ve Gong, S. (2021). Green innovation and brand equity: moderating effects of industrial institutions. Asia Pacific Journal of Management, 38(2), 573-602.
• Yaşlıoğlu, M. M., (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
• Yilmaz, Ş. İ. ve Düren, Z. (2010). The role of green business strategies on sustaining competitive advantage. LAÜ Sosyal Bilimler Dergisi, 1(1), 87-96.
• Yoo, B. ve Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
• Zameer, H., Wang, Y. ve Yasmeen, H. (2020). Reinforcing green competitive advantage through green production, creativity and green brand image: implications for cleaner production in China. Journal of cleaner production, 247, 119119.
• Zehir, C., Can, E. ve Karaboga, T. (2015). Linking entrepreneurial orientation to firm performance: the role of differentiation strategy and innovation performance. Procedia - Social and Behavioral Sciences, 210, 358-367.
• Zhan, Y., Tan, K. H., Ji, G. ve Tseng, M. L. (2018). Sustainable Chinese manufacturing competitiveness in the 21st century: green and lean practices, pressure and performance. International Journal of Computer Integrated Manufacturing, 31(6), 523-536.
• Zhang, H., Ko, E. ve Lee, E. (2013). Moderating effects of nationality and product category on the relationship between innovation and customer equity in Korea and China. Journal of Product Innovation Management, 30(1), 110-122.
• Zhang, J. J., Joglekar, N. ve Verma, R. (2010). Developing measures for environmental sustainability in hotels: An exploratory study. Cornell Hospitality Report, 10(8), 1-20.