This research aims to investigate how firms' implementation of product-level dual green innovation (incremental vs. radical) differentially impacts consumer response metrics based on the supply-demand synergy perspective.
This study employs various manipulations of moral identity and examines consumers' responses to the dual green innovation product to confirm our hypotheses through four experiments.
The study reveals that consumers' response to a radical green innovation product (versus an incremental green innovation product) is significantly higher. An incremental green innovation product enhances consumers' responses via the mediation of perceived green authenticity. And symbolic moral identity plays a moderating role in this effect. Radical green innovation products can increase consumers' responses through both the mediation of perceived green authenticity and perceived innovation authenticity. And this process is moderated by internal moral identity.
A large amount of existing research predominantly focuses on the effects of dual green innovation on firms. Nevertheless, the current study considers that a dual green innovation product fosters consumer response, mediated by perceived authenticity, with the effects being moderated by moral identity.
