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

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