The detrimental effect of institutional forces on green innovations and customer cooperation

Geng, Ruoqi ORCID: https://orcid.org/0000-0001-8183-7379, Yen, Dorothy, Azar, Goudarz and Di Benedetto, Anthony 2025. The detrimental effect of institutional forces on green innovations and customer cooperation. Asia Pacific Journal of Marketing and Logistics 10.1108/APJML-06-2025-1110

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Abstract

Extant green supply chain management literature does not fully discuss the negative institutional effect on green customer cooperation. To address this knowledge gap, this study examines how macro (unpredictable government interventions) and micro (guanxi) institutional forces moderate the effect from internal green practices to green customer cooperation (GCC) in China. Using data collected through experiment (n= 240) and survey (n=217) with Chinese business managers, we show that government interventions and guanxi reduce the positive relation from internal green practices to GCC. It discusses the disabling effects of institutional forces by recognizing their resource-demanding nature and the strategic dilemma that they accentuate. This paper advises manufacturers to understand the Chinese institutional environment proper, and consider the paradoxical effect of guanxi and government interventions in China.

Item Type:	Article
Status:	In Press
Schools:	Schools > Business (Including Economics)
Publisher:	Emerald
ISSN:	1355-5855
Date of First Compliant Deposit:	12 September 2025
Date of Acceptance:	20 August 2025
Last Modified:	17 Sep 2025 11:00
URI:	https://orca.cardiff.ac.uk/id/eprint/181061

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