RELATIONSHIP BETWEEN GREEN PRODUCT INNOVATION AND GREEN GROWTH PERFORMANCE: TEST PRODUCT COMPETITIVENESS AS MEDIATOR
Keywords:
Green Product Innovation, Product Competitiveness, Green Growth PerformanceAbstract
This study aims to examine the effects of green product innovation on product competitiveness and its subsequent impact on green growth performance. Data were collected from 214 executives in the plastic industry in Thailand using a structured questionnaire as the research instrument. The measurement quality was rigorously assessed through content validity evaluation by experts and statistical testing. Discriminant validity values ranged from 0.790 to 0.911, while reliability analysis using Cronbach’s alpha yielded coefficients between 0.887 and 0.914, indicating satisfactory reliability. Structural equation modeling (SEM) was employed for inferential statistical analysis. The results indicate that the proposed structural equation model demonstrates a good fit with the empirical data and meets established goodness-of-fit criteria (x2 = 289.607, df = 151, p-value = 0.001, GFI = 0.911, RMSEA = 0.035, SRMR = 0.033, and CFI = 0.921). Hypothesis testing reveals that green product innovation has a significant and positive effect on both product competitiveness and green growth performance. Similarly, product competitiveness is positively associated with green growth performance. Moreover, the findings confirm that product competitiveness serves as a mediating variable in the relationship between green product innovation and green growth performance.
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