The Nexus of Green Behavior, Corporate Green Innovation Performance, and Industrial Green Value Co‐Creation: Insights for Green Business Strategies

ABSTRACT Drawing on the lens of green value co‐creation, this study investigates how such co‐creation mediates the relationship between employees' green behavioral intentions and corporate green innovation performance. By integrating internal and external moderating factors, the study constructs a comprehensive model of the green innovation process. Data from 448 survey responses were analyzed using covariance‐based structural equation modeling (CB‐SEM). The results demonstrate that green value co‐creation partially mediates the link between employee intentions and innovation outcomes. Furthermore, the study finds that market and policy orientations positively moderate the impact of employee intentions on value co‐creation. At the organizational level, leadership collaboration awareness and a corporate green innovation culture strengthen the transition from value co‐creation to innovation performance. These findings offer critical theoretical insights and practical pathways for firms seeking to alleviate environmental pressure and achieve sustainable development.