Purpose

Based on the chain liability and green halo effects, this study uses the perspective of multi-tier supply chain management to examine the impact mechanism and boundary conditions of suppliers' green innovation types on consumers' willingness to participate in value co-creation with focal firms from the perspective of multi-tier supply chain management.

Design/methodology/approach

Using four situational experiments, 660 participants were recruited in Credamo, and SPSS 23.0 was used for data analysis. Experiments 1a and 1b verify the effect of suppliers' green innovation on consumers' willingness to participate in value co-creation with focal firms; experiment 2 examines the mediating effect of green sincerity perception; and experiment 3 explores the moderating effect of innovation proactiveness.

Findings

The results show that suppliers' green innovation efforts are more sincere when they are substantive (vs. symbolic), thereby generating higher value co-creation intentions. As a driving force, innovation proactiveness moderates the influence of suppliers' green innovation types on consumer's willingness to co-create value with focal firms.

Originality/value

This study enriches the literature on green supply chain management (GSCM) and consumers' willingness to co-create value. Furthermore, this study provides firms with practical guidance to improve marketing performance and green innovation practices through multilevel GSCM.

中文翻译：

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当焦点企业的供应商积极主动进行绿色创新时，消费者是否愿意共同创造价值？连锁责任和绿色光环效应

目的

基于链责任和绿色光环效应，本研究运用多层次供应链管理的视角，考察了供应商绿色创新类型对消费者参与与焦点企业价值共创意愿的影响机制和边界条件。从多层次供应链管理的角度来看。

设计/方法论/途径

通过四次情景实验，Credamo 招募了 660 名参与者，并使用 SPSS 23.0 进行数据分析。实验1a和1b验证了供应商绿色创新对消费者参与与焦点企业价值共创意愿的影响；实验2检验绿色诚信感知的中介作用；实验3探讨了创新主动性的调节作用。

发现

结果表明，供应商的绿色创新努力在实质性（相对于象征性）时更加真诚，从而产生更高的价值共创意向。作为驱动力，创新主动性调节了供应商绿色创新类型对消费者与重点企业共同创造价值意愿的影响。

原创性/价值

这项研究丰富了有关绿色供应链管理（GSCM）和消费者共同创造价值意愿的文献。此外，本研究还为企业通过多级 GSCM 提高营销绩效和绿色创新实践提供了实用指导。