Do green motives influence green product innovation? The mediating role of green value co‐creation

Abstract This empirical study tests hypotheses using a questionnaire survey to explore the positive effect of green motives on green product innovation performance through the mediator of a novel construct, green value co‐creation, in Taiwanese manufacturing companies. In this study, three green motives are examined: instrumental, relational, and moral motives. Green value co‐creation is divided into two parts: green co‐production and green value‐in‐use. This research reveals that moral motives are a much stronger driver than instrumental and relational motives. This study also determines that instrumental and moral motives have positive effects on green product innovation performance. However, no positive associations are observed among relational motives green co‐production, green value‐in‐use, and green product innovation performance. This study suggests that Taiwanese manufacturing companies should invest more resources to enhance moral motives, because they are positively associated with green value co‐creation and green product innovation performance.