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This research focuses on Chinese listed companies to explore the influence of green-oriented strategies and green innovation on corporate productivity. Using empirical data from 2011 to 2022, the study investigates the positive effects of executives’ green perceptions on new quality productivity and the enhancing role of green innovation. The results indicate that executives’ green perceptions significantly enhance new quality productivity. Furthermore, heterogeneity analyses reveal variations in this effect based on firm size, type, and pollution levels, demonstrating the environmental sensitivity of green strategies. Robustness tests reinforce the consistency of these results. Additionally, the research establishes that green innovation not only directly boosts new quality productivity but also strengthens the positive influence of executive green perceptions on productivity. These insights emphasize the critical synergy between green innovation and executive commitment to sustainability as a means to boost productivity, offering valuable guidance for policymakers and business leaders aiming to advance corporate productivity through sustainable practices.
Li et al. (Fri,) studied this question.