The Research of the Relationship between Low Carbon-Based Marketing Innovation and Organizational Performance

Baoqian Wang, Xianyan Zheng

Business School, Hohai University, Nanjing, China.

DOI: 10.4236/ti.2013.43019                

Abstract

Based on relevant literature, this study attempts to provide a conceptual model for how green complex orientation influences organizational performance by using low carbon-based incremental marketing innovation and low carbonbased radical marketing innovation as mediator, 213 firms from Jiangsu province were investigated as empirical samples. The results show that low carbon-based marketing innovation plays a complete role in mediating the relationship between green complex orientation and organizational performance, low carbon-based incremental marketing innovation plays a complete role in mediating the relationship between green market orientation and organizational performance, and low carbon-based radical marketing innovation plays a complete role in mediating the relationship between green innovation orientation and organizational performance.

Keywords

Low Carbon; Marketing Innovation; Organizational Performance

Conflicts of Interest

The authors declare no conflicts of interest.

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