PurposeAdopting the theory of planned behavior, this study attempts to investigate how subjective norms in the supply chain influence a firm's green innovation and how such influences are contingent upon the firm's internal and external factors (i.e. flexibility orientation and environmental dynamism). Two types of subjective norms are examined, i.e. injunctive norms (what supply chain partners say) and descriptive norms (what supply chain partners do).Design/methodology/approachUsing survey data of 178 Chinese small and medium-sized manufacturers, we employ hierarchical linear regression to test the proposed hypotheses.FindingsOur results indicate that both injunctive and descriptive norms are instrumental in stimulating firms to take actions on green innovation. Moreover, the flexibility orientation of a firm can strengthen the effect of descriptive norms. It is also observed that environmental dynamism weakens the efficacy of injunctive norms but strengthens that of descriptive norms on green innovation.Originality/valueThis study is among the first to apply the theory of planned behavior to explain the microfoundations of focal firm's green innovation and distinguish two types of subjective norms in the supply chain. In addition, it extends the theory of planned behavior by revealing internal and external contingent factors (i.e. flexibility orientation and environmental dynamism) of the relationship between subjective norms and firm behaviors.

PurposeThe purpose of this paper is to synthesize the extant literature on green innovation (GI), and more importantly, to provide future directions for GI research from the innovation ecosystem (IE) perspective.Design/methodology/approachA systematic literature review is conducted to summarize the status of current GI research, followed by content analysis to identify connectivity and crossovers between key concepts in the bodies of GI and IE literature. Then, the authors propose a green innovation ecosystem (GIE) framework and offer recommendations for future research on GI.FindingsIt is evident that the bodies of GI and IE literature overlap on the roles of external actors, and yet, there is scant research investigating GI activities from the IE perspective. Moreover, there are multiple directions worthy of future research applying the proposed GIE framework.Originality/valueThough the concept of ecosystem has become pervasive in innovation management research, this study is one of the first works to introduce IE concepts and propositions in the GI research context. This paper provides new knowledge on GIEs and sets the basis for further investigation.

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