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

Due to increasing environmental pressures, green innovation has become one of the important strategic tools for sustainable development in industries. Innovation can improve the 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 to investigate the effect of green innovation methods on competitive power.

In terms of purpose, this research is applied based on the descriptive-survey research method. The statistical population consists of employees of Aref Daru Isfahan. The statistical sample of this research was estimated to be 92 employees of this company using the random sampling method. The data collection tool was a standard questionnaire. Before distribution, content and Cronbach's alpha coefficient confirmed the validity and reliability. Structural equation modelling and SmartPLS software were used to analyze the data.

Based on the results, green innovation in design affects Aref Daru's competitiveness. Based on this and according to social pressures and popular institutions and governments, companies should strengthen green innovation in the organization.

Originality/Value: 

According to social pressures and public institutions and governments, companies should strengthen green innovation in their organizations and focus on it, as well as 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. This study aims to fill the research gap on the impact of green innovation and competitiveness in the emerging market.