The Study of Green Product Innovation

Sustainability has become an important issue along with increasingly worrying environmental conditions. Therefore, it becomes a strategy used in various scopes. This research is a literature study that focuses on green product innovation (GPI) in order to enrich knowledge about sustainability in business sphere. It describes the results of research from various journals regarding GPI published from 2020 to 2024. The company samples from these researches are ranging from corporate, manufacturing, small and midsize enterprises, and transportation and hotel industries. Most of the results state that GPI has a positive effect on company performance, including organizational, financial, business, green, environmental, and sustainability performances. Apart from that, these studies also found that GPI has an influence on competitive advantage in general or green competitive advantage. GPI is mediated by green absorptive capacity and strategic environmental orientation. In addition, GPI also positively mediates environmental orientation and green competitive advantage, green organizational culture and organizational performance, environmental ethics and sustainablility, and supply chain practices and manufacturing performance. However, the results of several studies show that the implementation of GPI has no effect on company value or performance.