How do external and internal factors drive green innovation practices under the influence of big data analytics capability: Evidence from China

The questions of what drives green innovation practices and how such practices can be promoted have received increasing attention. Integrating stakeholder theory and resource-based theory, this study develops a holistic model to study how external and internal factors drive green innovation practices under the influence of big data analytics capability. We used the hierarchical multiple regression method to test data collected from 209 en-terprises located in China. The results show that green competition is the most influential driving force for green innovation practices, followed by formal institutions, informal institutions and customer green demands. Top management environmental awareness plays a mediating role in the relationship between external factors and green innovation practices, and the mediating paths of the two types of environmental awareness are very different. Big data analytics capability plays a moderating role in the relationship between external drivers and top management environmental awareness.