Open for Green New Product Development: A Voluntary Approach to Green Process Innovation
研究了制造商通过外部搜索活动促进绿色新产品开发的机制，发现自愿绿色过程创新是关键中介，而吸收能力和绿色补贴的调节作用与预期不同。
ABSTRACT Prioritizing greenness in new product development (NPD) has been an integral part of manufacturers' strategic choices to achieve sustainable goals. This research aims to unravel the mechanisms through which firms with external search activities can foster green NPD. The data was obtained from 254 manufacturers located in Vietnam. The results revealed the crucial role of external search in promoting green NPD through voluntary green process innovation (GPI) practices. Furthermore, we did not find the role of absorptive capacity in accentuating the link between external search and voluntary GPI, whereas green subsidies negatively moderated this relationship. Thus, the findings provide valuable insights for policymakers and managers interested in promoting and supporting green NPD, as well as raise concerns about the effective utilization of absorptive capacity and green subsidies. This inquiry contributes to the existing green innovation literature by establishing a connection between external search and green NPD, while identifying the mediation and moderation mechanisms that underlie this relationship.