Research on the impacts of customer pressure and customer orientation on green competitive advantage of logistics service providers in Hanoi, Vietnam

Abstract

This study investigates the structural relationships among customer pressure, customer orientation, green innovation and green competitive advantage in logistics service providers in Hanoi, Vietnam. Grounded in stakeholder theory and the resource-based view (RBV), the research develops a mediated structural model in which green innovation functions as a dynamic capability linking external institutional pressure and internal strategic orientation to competitive advantage. Using a quantitative approach and structural equation modeling (SEM), the study validates both measurement and structural models. The empirical results confirm that customer pressure and customer orientation significantly enhance green innovation capability, which in turn exerts a strong positive effect on green competitive advantage. Mediation analysis further demonstrates that green innovation fully transmits the effects of both antecedents on competitive advantage.