Purpose: The purpose of this study is to assess if the mediating effect of green innovation capability (GIC) in the relationship between green market orientation (GMO) and new product success (NPS) was conditional on the moderating effects of green knowledge acquisition (GKA) and green brand positioning (GBP).Design/methodology/approach: The analysis was based on primary data gathered using a structured questionnaire, which was developed on a five-point Likert scale of 1-Strongly disagree to 5-Strongly agree. There were 259 manufacturing firms engaged in the study, with data analyzed using PROCESS macro (v.3.4) for SPSS (v.23).Findings: The research revealed that GMO had no direct effect on NPS among manufacturing firms, the relationship was rather mediated by GIC of the firms. The effect of GMO on GIC was moderated by GKA, whereas the effect of GIC on NPS was moderated by GBP. Overall, the mediating effect of GIC in the relationship between GMO and NPS was conditional on the moderating effects of GKA and GBP.Research limitations/implications: The study focused on only knowledge acquisition (green), without recourse to assimilation, transformation and exploitation. These may, however, be very important in explaining the role of knowledge in green innovation.Practical implications: Green market-oriented manufacturing firms must seek to also make investments in GIC to transform those concepts into successful innovative products.Originality/value: Despite the increasing number of studies on GMO, very limited concentration has been paid to how firms could leverage on the potentials of GMO to enhance the success of new products introduced into the market. This study did not just establish the effect of GMO on the success of new products but also identified some intervening variables in this relationship.

Generation Z (Gen‐Z), representing a demographic cohort of persons born from 1995 to 2010, has demonstrated their concerns for environmental protection. On September 20, 2019, for example, millions of Gen‐Zs from over 150 different countries across the globe embarked on a protest to pressure decision‐makers and governments to help save the planet. Such campaigns have caused firms to rethink how they operate by adopting green operations in their production and distribution of products. The footwear industry is not left out. The problem this research sought to address is the assessment of the effect of green consumer knowledge on green purchase behavior among Gen‐Z consumers towards footwear while assessing the roles of consumer social responsibility, green advertising, and green consumer trust. The study was quantitative in nature and used an online questionnaire to survey 559 Chinese Gen‐Z consumers. Findings revealed that although green consumer knowledge had a direct effect on green purchase behavior, this effect was partially mediated by consumer social responsibility. The effect of consumer social responsibility on green purchase behavior was positively moderated by green advertising, and the moderating effect of green advertising was further strengthened by green consumer trust. Finally, the mediating effect of consumer social responsibility was conditional on the moderating effects of green advertising and green consumer trust. It was concluded that green consumer knowledge is an essential ingredient in enhancing Gen‐Z consumers' green purchase behavior towards footwear, as such, advocacy and pressure groups must increasingly conscientize consumers.

This study explored how three capabilities—green operations, green transactions, and green technology development—impact the relationship between manufacturing firms' green dynamic capability and green product innovation. The study surveyed 216 manufacturing firms in China and analyzed the data using structural equation modeling. The results showed that a company's green dynamic capability has a significant and positive effect on green product innovation. Additionally, the study found that: Green operations capability partially mediates the relationship between green dynamic capability and green product innovation; green transaction capability also partially mediates this relationship; and green technology development capability positively moderates the relationships between both green operations capability and green transaction capability and green product innovation. The study's findings suggest that managers should focus on developing their company's ability to adapt and rebuild resources, including technological and green resources, to stay competitive in a changing business environment.