INFLUENCE OF GREEN ENTREPRENEURIAL ORIENTATION AND SUPPLY CHAIN LEARNING ON GREEN INNOVATION IN PHARMACEUTICAL INDUSTRY OF THAILAND
DOI:
https://doi.org/10.29121/shodhkosh.v7.i1.2026.7869Keywords:
Geo, Green Innovation, Green Radical Innovation, Green Product Innovation, Supply Chain Learning, Green Incremental InnovationAbstract [English]
Practicing innovation as a combination with the concepts of environmental development, the concept of green innovation is great importance play a significant role in the sustainable development of the sector. The main purpose of this research paper is to examine the green product innovation practices through the use of green entrepreneurial orientation. This research paper takes social continuity learning as a mediating role to identify the impacts of green entrepreneurial orientation, both direct and indirect, on green product innovation and green radical innovation. Another main objective of this paper is to evaluate green incremental innovation through the role of green entrepreneurial orientation. This research paper develops a model for the green radical innovation, green incremental innovation, and green entrepreneurial orientation, and mainly uses experimental data and information 440 respondents that belong to different pharmaceutical firms of Thailand. The findings of this research paper indicate that the analysis of influence of green entrepreneurial orientation on green product innovation has been significant. Besides, the mediating role of social continuity learning also positively intervenes the association between green entrepreneurial orientation and green product innovation. The findings of this research have significant contributions to enhance the theory of entrepreneurial orientation and green innovation.
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