Are Good Deeds Rewarded?—The Impact of Traditional Morality and Modern Responsibility on Green Innovation

The essence of intergenerational sustainability emphasizes the necessity of incorporating altruistic thinking and culture. While prior studies primarily examined corporate innovation strategies from a self-interested lens, this paper aims to investigate the drivers of corporate green innovation from an altruistic perspective. Analyzing a sample of Chinese A-share listed companies from 2011 to 2019, we employ both the OLS model and the mediation effect model to explore how traditional morality and modern responsibility impact corporate green innovation, as well as the mechanisms underlying this relationship. Our findings reveal that both traditional morality and modern responsibility significantly enhance corporate green management innovation, with social trust serving as a key mediating factor. Furthermore, traditional morality and modern responsibility play distinctive roles depending on the stage of economic development: traditional morality primarily influences green innovation in the early stages of economic development, whereas modern responsibility becomes more influential as development progresses. This study provides meaningful insights for research and practice in corporate sustainability, business ethics, and innovation strategy.