Green innovation strategy is not only a new idea to achieve green development but also the inevitable choice for enterprises to upgrade. At present, the research on the driving forces of green innovation strategy mainly focus on direct impact of single factor, lacking the overall consideration of internal and external environment. At the same time, research on the contingency effect of top management’s environmental awareness is scarce. This paper aims to explore how external environment pressures (policy pressures and market pressures) and internal environment driving force (innovation resources and innovation capability) make enterprises to choose green innovation strategy with moderating effect of top management’s environmental awareness.,Based on the sample of 216 enterprises, this paper explores the relationship between policy pressure, market pressure, innovation resources, innovation capability and the green innovation strategy with moderating effect of top management’s environmental awareness from inside and outside driving angle.,The results of the hierarchical regression model show, first, the driving effect of factors in the external environment. The coercive policy has an inverted U-shaped impact on the green innovation strategy. The incentive policy and the market pressure both have a significant positive impact on the green innovation strategy. Second, the driving effect of factors in the internal environment. The innovation capability has a significant positive impact on the green innovation strategy. The innovation resources have no significant impact on the green innovation strategy. Third, the moderating effect of top management’s environmental awareness. The relationship between the green innovation strategy and the coercive policy is stronger when the top management’s environmental awareness higher. The relationship between the green innovation strategy and the market pressure is stronger when the top management’s environmental awareness higher. The relationship between the green innovation strategy and the innovation resources is stronger when the top management’s environmental awareness higher. Otherwise, the relationship between the green innovation strategy and the innovation capability is weaker when the top management’s environmental awareness higher. And there is no significant change about the relationship between the green innovation strategy and the incentive policy when the top management’s environmental awareness higher.,First, the authors have promoted the integrated research on the drivers of the enterprise’s green innovation strategy. From the perspective of internal and external environment driving forces, this paper analyzes the key factors influencing the decision-making of the green innovation strategy. Second, the study has contributed to the strategic choice theory. This paper studies the driving mechanism of the green innovation strategy from a new perspective of the strategic choice theory.

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内外部环境对绿色创新战略的驱动作用-高层管理者环境意识的调节作用

绿色创新战略不仅是实现绿色发展的新思路，而且是企业升级的必然选择。目前，关于绿色创新战略驱动力的研究主要集中在单一因素的直接影响上，缺乏对内外部环境的综合考虑。同时，对高层管理人员的环境意识的偶然性影响的研究很少。本文旨在探讨外部环境压力（政策压力和市场压力）和内部环境驱动力（创新资源和创新能力）如何使企业选择具有最高管理者环境意识的绿色创新战略。 216家企业，本文探讨了政策压力之间的关系，市场压力，创新资源，创新能力和绿色创新战略，从内部和外部驱动的角度来调节高层管理人员的环境意识。分层回归模型的结果表明，首先，外部环境因素的驱动作用。强制性政策对绿色创新战略具有倒U型影响。激励政策和市场压力都对绿色创新战略产生了重大的积极影响。第二，内部环境因素的驱动作用。创新能力对绿色创新战略具有重大的积极影响。创新资源对绿色创新战略没有重大影响。第三，高管人员环境意识的调节作用。当最高管理者的环境意识更高时，绿色创新战略与强制性政策之间的关系就越强。当高层管理人员的环保意识越高，绿色创新战略与市场压力之间的关系就越强。当高层管理人员的环境意识越高，绿色创新战略与创新资源之间的关系越强。否则，高层管理者的环保意识越高，绿色创新战略与创新能力之间的关系就越弱。当高层管理者的环境意识较高时，绿色创新战略与激励政策之间的关系没有显着变化。作者促进了对企业绿色创新战略驱动力的综合研究。从内外部环境驱动力的角度，分析了影响绿色创新战略决策的关键因素。其次，该研究为战略选择理论做出了贡献。本文从战略选择理论的新视角研究了绿色创新战略的驱动机制。