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Eco-product Innovation Implementation: Accessing Innovation Speed As Mediating Factor 


Muhammad Fakhrul Yusuf, Nik Kamariah Nik Mat, Hasbullah Ashari, & Rashidah Ramle


 OYA Graduate School of Business, Universiti Utara Malaysia

 Universiti Teknologi Mara Perlis

 College of Business, Universiti Utara Malaysia





The purpose of this study is to examine the relationships of several antecedents of eco-product innovation implementation. Eco-product innovation is considered a vital link and aspiration to sustainable environment. From the literature, three antecedents of eco-product innovation are identified. Each variable is measured using 7-point interval scale, namely technology push, regulatory push/pull and market pull. Using primary data collection method, 236 questionnaires were distributed to target respondents of lecturer, and students of universities in North Malaysia. The responses collected were 212 completed questionnaires representing 89.6 percent response rate. The data were analyzed using Structural equation modeling (SEM) using AMOS version 16.0. Confirmatory factor analysis of measurement models indicates adequate goodness of fit after a few items were eliminated through modification indices verifications. Goodness of fit for the revised structural model shows adequate fit. This study has established four direct causal effects: (1) regulation push/pull to innovation speed; (2) market pull to innovation speed (3) innovation speed to eco-product innovation implementation (4) and regulation push/pull to eco-product innovation implementation. This study also manages to present one mediating effect: Innovation speed mediates the relationship between regulation push/pull and eco-product innovation implementation. The findings are discussed in the perspective of general consumers and its implications to eco-product innovation implementation.




Keywords: eco-innovation, eco-product innovation, eco-product, environmental innovation