Green Technological Innovation to Improve New Product Development Performance: Moderating Role of Project Characteristics

Green technological innovation (GTI) has emerged as a critical driver for achieving strategic objectives of projects, particularly in the context of sustainable new product development (NPD). Although prior studies have suggested that innovation can enhance project outcomes, limited attention has been given to clarifying the contribution of GTI to NPD performance. The lack of conclusive evidence regarding the effectiveness of GTI may partly explain its relatively limited adoption in practice. Therefore, this study aims to investigate the impact of GTI implementation on NPD performance and further explores the moderating influence of project characteristics on this relationship. The empirical findings reveal that multiple dimensions of GTI implementation—including green resource allocation, green manufacturing, green organizational practices, and green planning—significantly improve both product performance and market performance. Furthermore, the findings indicate that project characteristics, such as team size, R&D type, information availability, and material availability, significantly moderate the relationship between overall GTI implementation and NPD performance, suggesting that the effectiveness of GTI depends on specific project characteristics.