The Influence of Romanian Mobile Commerce Companies on Developing Green Innovation

Abstract

Lately, concern for green innovation has expanded in the business environment and many companies see it as a helpful element to gain competitive advantage. Due to the strains of maintaining sustainable businesses, mobile commerce companies are propelled to build up their own green innovation programs and harmonize them with the firm’s management programs. The central scope of this research is to examine the drivers for green innovation within a range of Romania-based mobile commerce companies that operate in different industries. With the aim of identifying the factors that determine the development of green innovation, a conceptual model has been conceived. The dependent variable within the model is the action of the company’s management to develop green innovation. Four independent types of variable structures that have an impact on the development of green innovation in mobile commerce firms were distinguished. The four categories of constructs are business environmental factors (1), green training (2), green supplier development (3), and technological factors (4). An online survey tested the model based on the responses of senior level management representatives from 182 Romanian mobile commerce companies from Bucharest. The validity of the model was fulfilled though factor analysis and reliability tests for the data; a logistic regression analysis was also used to test the research hypotheses. The research revealed that green training embodies the fundamental element enhancing green innovation among Romanian mobile commerce companies. This article benefits both academia and business. Firms could be inspired by the results of this paper to broaden the level of green innovation throughout the Romanian business environment.