The role of customer expectations and competitive pressure in shaping firm innovation decisions towards sustainability: mediating effects of innovation perception
This study aims to explore the innovation decision-making processes related to ‘green and sustainable development’ (GSD) in businesses, influenced by competitive pressure (CP) and customer expectations (CEs) through the process of innovation awareness. The study conducted an online survey (Google Fo...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2462272 |
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| author | Thi Anh Phuong Tran |
| author_facet | Thi Anh Phuong Tran |
| author_sort | Thi Anh Phuong Tran |
| collection | DOAJ |
| description | This study aims to explore the innovation decision-making processes related to ‘green and sustainable development’ (GSD) in businesses, influenced by competitive pressure (CP) and customer expectations (CEs) through the process of innovation awareness. The study conducted an online survey (Google Forms) with the participation of 747 employees from different businesses in the Mekong Delta region. Through a deductive approach associated with positivist philosophy, the study evaluated the measurement and structural models using partial least squares structural equation modelling via the SmartPls software. The research results showed that CEs and CP positively impacted ‘innovation awareness’ (IA) and firm innovation decision-making (FID) in a green and sustainable direction via the mediating roles of perceived marketing innovation (PMI), perceived process innovation (PPI), and perceived organisational innovation (POI). As a result, this research has contributed significantly in terms of theory to research in this field and practice for the development of the Mekong Delta region. |
| format | Article |
| id | doaj-art-1de43a9cf10d41e88a7012567dfc78c4 |
| institution | Kabale University |
| issn | 2331-1975 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj-art-1de43a9cf10d41e88a7012567dfc78c42025-02-05T13:44:08ZengTaylor & Francis GroupCogent Business & Management2331-19752025-12-0112110.1080/23311975.2025.2462272The role of customer expectations and competitive pressure in shaping firm innovation decisions towards sustainability: mediating effects of innovation perceptionThi Anh Phuong Tran0Business School, Xiangtan University, Xiangtan, ChinaThis study aims to explore the innovation decision-making processes related to ‘green and sustainable development’ (GSD) in businesses, influenced by competitive pressure (CP) and customer expectations (CEs) through the process of innovation awareness. The study conducted an online survey (Google Forms) with the participation of 747 employees from different businesses in the Mekong Delta region. Through a deductive approach associated with positivist philosophy, the study evaluated the measurement and structural models using partial least squares structural equation modelling via the SmartPls software. The research results showed that CEs and CP positively impacted ‘innovation awareness’ (IA) and firm innovation decision-making (FID) in a green and sustainable direction via the mediating roles of perceived marketing innovation (PMI), perceived process innovation (PPI), and perceived organisational innovation (POI). As a result, this research has contributed significantly in terms of theory to research in this field and practice for the development of the Mekong Delta region.https://www.tandfonline.com/doi/10.1080/23311975.2025.2462272Customer expectationscompetitive pressureperceived innovationinnovation decision-makingMekong DeltaD2 |
| spellingShingle | Thi Anh Phuong Tran The role of customer expectations and competitive pressure in shaping firm innovation decisions towards sustainability: mediating effects of innovation perception Cogent Business & Management Customer expectations competitive pressure perceived innovation innovation decision-making Mekong Delta D2 |
| title | The role of customer expectations and competitive pressure in shaping firm innovation decisions towards sustainability: mediating effects of innovation perception |
| title_full | The role of customer expectations and competitive pressure in shaping firm innovation decisions towards sustainability: mediating effects of innovation perception |
| title_fullStr | The role of customer expectations and competitive pressure in shaping firm innovation decisions towards sustainability: mediating effects of innovation perception |
| title_full_unstemmed | The role of customer expectations and competitive pressure in shaping firm innovation decisions towards sustainability: mediating effects of innovation perception |
| title_short | The role of customer expectations and competitive pressure in shaping firm innovation decisions towards sustainability: mediating effects of innovation perception |
| title_sort | role of customer expectations and competitive pressure in shaping firm innovation decisions towards sustainability mediating effects of innovation perception |
| topic | Customer expectations competitive pressure perceived innovation innovation decision-making Mekong Delta D2 |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2025.2462272 |
| work_keys_str_mv | AT thianhphuongtran theroleofcustomerexpectationsandcompetitivepressureinshapingfirminnovationdecisionstowardssustainabilitymediatingeffectsofinnovationperception AT thianhphuongtran roleofcustomerexpectationsandcompetitivepressureinshapingfirminnovationdecisionstowardssustainabilitymediatingeffectsofinnovationperception |