“…Literature extensively focused on the broader context of green innovation covering various dimensions of corporate environmental sustainability (Dangelico, Pujari, & Pontrandolfo, 2017; Ester Martínez‐Ros, 2019; Song & Yu, 2018). The increasing demand on environmental compliances from their buyers, reflect a number of customer green orientation (CGO) initiatives, such as customers' request on green vendor certification (Lee, 2019), customer investment in green activities (Caniëls, Gehrsitz, & Semeijn, 2013), and customer green collaborative activities such as customer awareness program and customer green education (Youn, Hong, Yang, & Jungbae Roh, 2012). Previous literature has shown that buyers sharing green expectation with their collaborative partners, can enhance green product innovation (Wong, 2013).…”