The Effect of Digital Green Strategic Orientation On Digital Green Innovation Performance: From the Perspective of Digital Green Business Model Innovation

Digital technology is gradually penetrating into all kinds of business of green innovation and green development. However, China’s industrial Internet technology foundation is weak. Scholars’ researches on the impact of digital green strategic orientation (DGSO) on digital green innovation performance (DGIP) and the intermediary role of digital green business model innovation (DGBMI) is relatively backward. Therefore, it is particularly important to divide the dimensions of DGSO from the perspective of DGBMI to describe the mechanism of DGIP. In this study, multiple regression approach was used to test the effect of DGSO on DGIP. The mediating role of DGBMI was explored through 562 questionnaires. In addition, the study divides the DGSO into three dimensions: green market orientation (GMO), digital green technology orientation (DGTO), and government orientation. DGBMI is divided into two dimensions: efficiency type and integration type. The results are as follows. (1) GMO, DGTO and government orientation all have positive effects on the improvement of DGIP. (2) GMO has a greater impact on integration DGBMI (IDGBMI). The influence of DGTO on efficient DGBMI (EDGBMI) is more significant. (3) Government orientation has a positive impact on EDGBMI. The influence of DGSO on DGIP can be realized through the intermediary role of EDGBMI and IDGBMI. The essence of this research is to help enterprises understand the characteristics of internal and external environment and make digital-green strategy-oriented choices to improve their DGIP. This study has a certain theoretical contribution to elucidating the influence of DGSO on DGIP and the mediating role of DGBMI. This study also provides a practical basis for enterprises’ digital green innovation practice based on their own environmental optimization and matching of DGSO to improve competitiveness.