THE RELATIONSHIP OF GREEN PRODUCT INNOVATION PERFORMANCE WITH CORPORATE COMPETITIVE ADVANTAGE AND BRAND IMAGE

Abstract

The purpose of this research study is to investigate the relationship of green product innovation performance with corporate competitive advantage and green image. In this research study, independent variable was green product innovation performance and dependent variables were corporate competitive advantage and green image. Green image was sub divided into two dimensions namely green reputation and green credibility. To gather data, a self-administrated questionnaire was taken from prior published studies. Among 384 questionnaires, total 289 questionnaires were returned back and completely filled in all respects so the response rate remained 75.3%.Descripitive statistics has been analyzed using SPSS. For analysis of data, SEM (Structural equation modeling) has been incorporated using AMOS. The findings of this study revealed that green product innovation performance has significant and positive relationship with corporate competitive advantage and green image in automobile sector of Lahore, Pakistan. This research study will assist marketers and policy makers for understanding of gaining competitive advantage and green image by crafting suitable strategies regarding green product innovation performance.