Although the importance of green innovation strategy has been recognized, in the existing literature the relationship between green innovation strategy and corporate competitive advantage, as well as the relationship between green innovation strategy and green innovation are still unclear. Based on the resource dependence theory, this paper proposes a mediation model to promote ambidextrous green innovation. The relationship between green innovation strategy and ambidextrous green innovation is discussed, and the mediating role of green supply chain integration is investigated. Based on the questionnaire data from manufacturing companies in three developed economic zones in China, a structural equation model is established to verify our hypotheses. The empirical results show that the green innovation strategy has a positive impact on both exploitative and exploratory green innovation, and the impact on exploratory green innovation is greater than that on exploitative green innovation. Green supply chain integration plays a partial intermediating role in green innovation strategy and ambidextrous green innovation. The implementation of green innovation requires not only internal cross-department integration, but also integration with external supply chain partners such as suppliers and customers. By emphasizing the importance of green innovation strategy in the context of sustainable development, this research helps provide effective strategic directions and required capacity structures for companies to successfully implement green innovation practices, and reduces the uncertainty of green innovation. This study expands previous studies and enriches existing green innovation research.

With the growing influence of sustainable development in recent years, there has been an increasing focus on green consumption. Little previous research has highlighted the important influential role that social media information sharing plays in overall green consumption. This study aims to explore how social media information sharing influences green purchasing intentions of Generation Z. We constructed a theoretical framework for Generation Z’s green purchase intention based on SOR theory and elucidated the relationship between social media information sharing, perceived green value, subjective norms, and green purchase intention. This study discusses the dual mediating role of perceived green value and subjective norms and explores the moderating role of consumer occupation. Through a self-administered questionnaire survey of 274 members of Generation Z in China, we found that (1) social media information sharing has a positive effect on green purchase intention; (2) perceived green value and subjective norms are considered to play a partially mediating role in consumers’ green purchase intention relationship; (3) occupation mediates the moderating role of subjective norms in social media information sharing and green purchase intention, such that the mediating role of subjective norms is stronger for non-student consumers and insignificant for student consumers. Our findings not only enrich the empirical research on Generation Z’s green consumption, but may also help practitioners develop strategies to influence the intention and behavior of Generation Z consumers toward green products.

When consumers perceive that companies are engaging in greenwashing, this often has many negative impacts on the company, industry, and society. Based on the psychological contract theory, this study constructs a moderated mediation model in an attempt to demonstrate that consumers’ greenwashing perception influences their green purchasing intentions and, more importantly, that this influence is mediated by consumers’ perceived betrayal and moderated by their sense of environmental responsibility. An online questionnaire was used to distribute 220 questionnaires and regression analysis was conducted using SPSS24.0 and Amos24.0 to test the hypothesis. The results show that consumers’ greenwashing perception negatively influences consumers’ green purchasing intentions, that perceived betrayal plays a partially mediating role in this influence relationship, and that environmental responsibility reinforces the negative influence of greenwashing perception on green purchasing intentions. This paper enriches the study of the mechanisms of individual consumer psychological effects after consumers perceive corporate greenwashing behaviour, which is of great value to both corporate performance and the sustainable development of the social environment.

There are a lot of slack resources in a company. It is vitally important for an enterprise to use slack resources to identify entrepreneurial opportunities to establish company sustainable development. On the basis of the resource orchestration theory and from resource-opportunity perspective, this paper constructs a framework of slack resources and entrepreneurial opportunity identification, exploring the mediating of resource bricolage, the moderating of network ties, and the moderated mediation of network ties. In our analyses, we used data from companies in eastern China, and statistical hypotheses were validated through a structural equation model with data using the statistical software Amos version 20, SPSS version 22. The research results show that: (1) Absorbed slack resources and unabsorbed slack resources have a positive impact on entrepreneurial opportunity identification. (2) Slack resources indirectly affect the opportunity identification through the mediating role of resource bricolage. Among them, resource bricolage has a fully mediating role between absorbed slack resources and entrepreneurial opportunity identification, and it has a partial mediating role between unabsorbed slack resources and entrepreneurial opportunity identification. (3) Business ties positively moderate the relationship between two types of slack resources and entrepreneurial opportunity identification, and business ties moderate the mediation effect of resource bricolage. The resource-opportunity perspective answers how decisions are made, and the entire model process answers how to create sustainable value (entrepreneurship opportunities). The study guides managers on how to integrate and use external and internal resources, coordinate resource elements, and identify profitable business opportunities.

The development of the Internet has led to new forms of integration of gamification and environmental protection and has become a new perspective for exploring the emergence of green consumer behavior. In particular, gamification participation motivation has a growing influence on consumers’ green consumption behavior, and the magnitude of gamification participation motivation is transmitted to consumers’ green consumption behavior through their continuity of use. We choose Ant Forest as the research scenario of the integration of green consumption and gamification in China and try to explore the mechanism of the interaction between gamification participation motivation, continuity of use, and green consumption behavior from the perspective of green consumption. This paper tests the hypotheses through empirical research methods and structural equation modeling. The findings show that enjoyment motivation, social motivation, and achievement motivation positively influence consumers’ continuity of use; continuity of use positively influences consumers’ green consumption behavior; and the sense of environmental indebtedness plays a moderating role in the relationship between continuity of use and green consumption behavior.

Eco-innovation is conducive to reducing the costs and impacts on the environment. Meanwhile, executives play an important role in the whole process of enterprise innovation. However, it is unclear whether and to what extent executives’ environmental awareness (EA) affects eco-innovation (EI). Based on the attention-based view, this study discussed the mediating effect of resource flexibility (RF) on the impact of EA on EI and explored the moderating effect of unabsorbed slack resources (USRs). Using surveys collected from 162 Chinese manufacturing firms, we found that (1) EA has a positive impact on EI; (2) RF partially mediates the relationship between EA and eco-management innovation (EMI) and EA and eco-product innovation (EPI); and (3) the effect of EA on EPI weakens with the level of USRs, but the effect of EA on EMI is not affected by the level of USRs. From the perspective of managers’ attention, this study not only enriches the main drivers of eco-innovation but also provides a theoretical and practical framework for the promotion and development of eco-innovation in China.