Customer pressure and creating green innovation: The role of green thinking and green creativity

This study examined and measured customer pressure's affection for green innovation in the emerging. The study collected data from 331 participants from the manufacturing sector in the Southeast region of Vietnam through questionnaires. The author examined the study's hypotheses using Structural Equation Modeling (SEM). The results confirmed the crucial role of customer pressure (CP) in executing green innovation (GI) through green thinking (GT) and green creativity (GC). The results significantly contribute to enriching the GI theory. In addition, managers can consider the research findings to develop a strong GI by promoting positive GK and GC.