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Customer ESG discourse power and supplier green innovation: Based on the perspective of green convergence
Fengzheng Wang1, Ximeng Liu1, Jian Liu2
1School of Economics and Management, Inner Mongolia University, Hohhot, 010021, PR China.
Abstract:
The implementation of ESG concepts and the active pursuit of green innovation activities are crucial strategies for enterprises to achieve market legitimacy, gain stakeholder recognition, and engage deeply in sustainable development. Grounded in legitimacy theory, this study utilizes 1360 observations from listed A-share enterprises in China between 2010 and 2022 to empirically examine the direct impact of customer ESG discourse power on supplier green innovation, as well as the mediating role of green convergence and the moderating effect of customer relationships. The findings indicate that customer ESG discourse power significantly enhances both the quantity and quality of supplier green innovation. Mediation analysis reveals that green cognitive convergence, green behavior convergence, and green management convergence serve as key mediating mechanisms through which customer ESG discourse power enhances supplier green innovation. The moderation analysis found that the dependent customer relationship exists a "∩" moderating effect, while the stable customer relationship and trusted customer relationship have significant positive moderating effects. Therefore, encouraging convergence between suppliers and high ESG discourse power customers, maintaining stable and trusted customer relationship, has important strategic significance for promoting supplier green innovation, and deeply participate in sustainable development.
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