Investigating the Impact of Green Innovation Practices on Competitiveness (Case Study: Aref Daroo Co.). (English)

Purpose: Due to increasing environmental pressures, green innovation has become one of the important strategic tools for sustainable development in industries. Innovation can increase competitiveness, productivity and economic wealth of countries. It also helps to reduce waste and environmental damage to the earth, provide better products and services at a more reasonable price, and create suitable jobs for people. Therefore, the current research has been conducted with the aim of investigating the effect of green innovation methods on competitive power. Methodology: In terms of purpose, this research was applied and based on the method of descriptive-survey research. The statistical population in question is the employees of Aref Daru Isfahan company. The statistical sample of this research was estimated to be 92 employees of this company using available sampling method. The data collection tool was a standard questionnaire, before distribution, its validity was confirmed through content validity and its reliability through Cronbach's alpha coefficient. Structural equation modeling and SmartPLS software were used to analyze the data. Findings: Based on the obtained results, green innovation in design has an effect on the competitiveness of Aref Daru company. Based on this and according to social pressures and popular institutions as well as governments, companies should strengthen green innovation in the organization. Originality/Value: According to the social pressures and public institutions as well as governments, companies should strengthen green innovation in the organization and focus on it and focus on being green as an effective feature for sustainable development and competitive advantage. In this regard, it is important to examine the different areas where green innovation can increase the competitiveness of organizations. The purpose of this study is to fill the research gap on the impact of green innovation and competitiveness in the emerging market. [ABSTRACT FROM AUTHOR]

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