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| Impact of Zhong-yong on Individuals′ Green Innovation Behavior：An Analysis Based on the Role of Knowledge Sharing and Perceived Organizational Support for Green Innovation |
| Wang Huanhuan,Du Yueping |
| (School of Economics and Management, Xidian University, Xi′an 710126, China) |
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Abstract With the environmental deterioration, green technology innovation strategy becomes the inevitable choice for enterprises to obtain competitive advantage and achieve sustainable development. Green innovation stems from a certain cultural context, and the value orientation rooted in cultural context has an important impact on green innovation. As a unique value concept in the context of Chinese traditional culture, Zhong-yong has a potential influence on Chinese thoughts and behaviors. However, there has not been a unified and clear conclusion about the influence of Zhong-yong on green innovation in China, and the influence mechanism of Zhong-yong orientation on knowledge sharing has not been fully discussed, let alone the research on the relationship between Zhong-yong orientation and green innovation behavior of researchers based on the perspective of knowledge sharing. In addition, in different organizational environments, the impact of Zhong-yong orientation on green innovation behavior may be different. Therefore, the relationship between Zhong-yong and green innovation behavior partly depends on whether the organizational environment supports employees to carry out green innovation. Organizational green innovation support provides a standard and collective evaluation guarantee for the impact of Zhong-yong on individual green innovation behavior through knowledge sharing, and it might be the key factor of the direct and indirect effect intensity of the impact of Zhong-yong orientation on individual green innovation behavior. Therefore, from on individual perspective, this research discusses the influence mechanism of Zhong-yong on green innovation behavior, and analyzes the mediating role of knowledge sharing and the regulating effect of organizational green innovation support perception. It conducts the hierarchical regression analysis and builds multiple regression model by 346 effective sample data from high and new technology enterprise of scientific research personnel. #br#The results show that (1) Zhong-yong orientation has a positive effect on individual green innovation behavior. High Zhong-yong orientation can provide researchers with a multi-dimensional perspective to comprehensively consider economic, social and ecological benefits, which is conducive to green innovation behavior.(2) Knowledge sharing plays a mediating role in the relationship between Zhong-yong orientation and green innovation behavior. Green innovation is characterized by complexity and uncertainty, which makes researchers' demands for green knowledge and innovative ideas more prominent. When researchers have high Zhong-yong orientation, they can promote cooperation and communication with others, share valuable green knowledge, experience and skills with each other, expand the breadth of green innovation thinking, inspire others to choose green innovation, and then improve the possibility of their green innovation behavior. (3)Organizational green innovation support perception positively moderates the relationship between Zhong-yong orientation and green innovation behavior, Zhong-yong orientation and knowledge sharing. The knowledge sharing and green innovation behavior of researchers will be affected by the attitude of the organization to green innovation, which will guide the behavior of researchers. When researchers perceive the support of the organization to green innovation, the effectiveness of knowledge sharing and green innovation activities of researchers will be enhanced. #br#The results not only enrich the research results about green innovation behavior, but also have important implications for enterprise managers to use local cultural values to stimulate the management practice of green innovation of researchers directly and indirectly. First, this research makes up for the gaps in research on relationship between Zhong-yong orientation and green innovation behavior of scientific research personnel, and helps reveal the micro-mechanism of organization′s green innovation. Second, according to the research results, high Zhong-yong orientation helps employees to carry out green innovation activities. Therefore, it is necessary to cultivate employees' global thinking, motivate them to view problems comprehensively with crisis consciousness, and adjust themselves for changes and various viewpoints. Employees who think about the internal and external environment pay more attention to the ecological environment problems and promote the green innovation willingness and green innovation activities. Finally, in order to realize the transformation from traditional innovation mode to green innovation mode, we should not only pay attention to the innovation ideology of researchers, but also pay attention to the impact of organizational environment and organizational attitude on employees, and establish a solid driving mechanism from the micro-level to improve enterprises' capacity of green technology innovation.#br#
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Received: 18 September 2021
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