Publication Type

PhD Dissertation

Version

publishedVersion

Publication Date

11-2025

Abstract

Based on social cognitive theory and integrating the perspective of technology enablement, this study constructs a moderated mediation model to systematically explore how environmental policy orientation and environmental market orientation influence corporate green innovation through environmental identity, and to examine the boundary role of AI application intensity. Through empirical analysis of 313 teams and 939 valid questionnaires, the following conclusions are drawn: First, both environmental policy orientation and environmental market orientation independently and significantly promote green innovation. Second, environmental identity plays a partial mediating role between the two orientations and green innovation, indicating that strategies need to be internalized as shared values to effectively drive innovative behavior. Third, AI application intensity significantly enhances the positive effects of environmental policy orientation, environmental market orientation, and environmental identity on green innovation, reflecting the role of technology enablement. Furthermore, heterogeneity analysis reveals that the impact of environmental market orientation varies with the pollution level of enterprises, and the promoting effects of both orientations on green innovation are significant in western China but not in eastern China.

The theoretical contributions of this study are as follows: by comparing the two strategic orientations, it enriches research on the antecedents of green innovation; by introducing environmental identity as a mediating variable, it reveals the intrinsic psychological mechanism through which strategies influence innovation; and by verifying the moderating role of AI, it expands the understanding of how technology enablement facilitates green innovation. In practice, the study provides pathways for enterprises to integrate strategies, cultivate an environmental culture, and promote green innovation through intelligent means, while also offering references for the government in formulating differentiated environmental policies.

Keywords

Strategic Orientation, Green Innovation, Environmental Identity, Artificial Intelligence Application

Degree Awarded

Doctor of Bus Admin (CKGSB)

Discipline

Strategic Management Policy

Supervisor(s)

GENG, Xuesong

First Page

1

Last Page

170

Publisher

Singapore Management University

City or Country

Singapore

Copyright Owner and License

Author

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