This study aims to investigate how food enterprises can achieve market expansion and maximize economic value through innovative products, with a particular focus on the role of green marketing.
Grounded in the principles of green marketing, the paper develops a conceptual model linking three key dimensions of product innovation – product innovativeness, product quality and innovation investment – to market expansion and economic value creation. Structural equation modeling is employed to test the hypothesized relationships.
The empirical results confirm that all three innovation dimensions positively and significantly influence both market expansion and economic value (path coefficients > 0, p < 0.001). The model demonstrates strong explanatory power, with all relationship values falling within acceptable ranges (p < 0.01).
The findings provide robust evidence that product innovativeness, quality and investment in innovation serve as critical drivers of sustainable growth in food enterprises. This study contributes to the green marketing literature by identifying concrete innovation strategies that enhance competitiveness and long-term economic performance. This study adds to the existing literature by introducing an integrated model linking innovation and green marketing to economic performance.
