key: cord-0903074-z700v7hf
authors: Yang, Guanhua; Liu, Beilei
title: Research on the impact of managers’ green environmental awareness and strategic intelligence on corporate green product innovation strategic performance
date: 2021-08-21
journal: Ann Oper Res
DOI: 10.1007/s10479-021-04243-5
sha: 7bc56b81dfbebdd07050b956c34088306036ffe3
doc_id: 903074
cord_uid: z700v7hf

This article discusses the impact of corporate managers' green environmental awareness and strategic intelligence on the formulation of corporate green product innovation strategies and their relationship with marketing performance. As the pre-factors affecting innovation, the green environmental awareness and strategic intelligence will affect the formulation and implementation of corporate green product innovation strategies, thereby promoting corporate performance. According to the regression analysis of 367 questionnaires from heavily polluting enterprises, it can be seen that managers’ green environmental awareness is positively correlated with green product technological innovation and design innovation strategies. Managers’ meta-cognitive strategic intelligence does not have a moderating effect on the relationship between green environmental awareness and green product technological innovation strategy, but has a significant positive moderating effect on the green product design innovation strategy. Managers’ motivational strategic intelligence has a positive influence on the relationship between green environmental awareness and green product technology and design innovation strategy. In addition, the implementation of green product innovation strategies directly promotes the improvement of marketing performance. The above conclusions can provide inspiration or companies during the new opportunity period to transform managers' environmental awareness and strategic intelligence into corporate performance by using green product innovation strategies.

At the beginning of 2020, the sudden outbreak of COVID-19 (Loey et al., 2020; Satapathy et al., 2020) has brought a profound impact on the production and life of the people across the country as well as the economic and social development. However, it has also tested the effectiveness of a country's ecological governance. Ecological governance is a concept in political ecology and environmental policy that advocates for sustainability (sustainable development) as the most important consideration in managing all human activities-political, social, and economic. One approach is to assign a monetary value to the resource and triggered human reflection and consideration on the foundation of survival and the existence of nature. New ecological ethics demands such as respect for life, protection of animals and plants, and responsibility for the ecological environment has become increasingly prominent. After the epidemic prevention and control became normal, the epidemic prevention and control for the proposed model is followed, hand washing, disinfection of equipment and the environment, quarantine of contacts, control of the vectors of infection, prophylaxis of exposed individual. The Central Committee of the Communist Party of China proposed to "build a new development pattern in which the domestic and international dual cycles promote each other", and the domestic market has been given a new mission and connotation.

At the same time, green consumption, green new products, green new technologies and green new business formats have sprung up. According to the latest international Greenpeace organization's forecast: after the epidemic, people's green consumption demand will continue to increase in the next 3-5 years. The environmental protection and green consumption data released by the United Nations Environment Programme and the Global Green Data Center show that the green consumption market in 2020 is about 95.66 billion U.S. dollars, and the compound annual growth rate of the green consumption market is 26.44%. Some important environmental protection and green consumer products are popular, including environmentally friendly electric vehicles, pure green and pollution-free organic agricultural products, green and comfortable furniture and so on. On the one hand, China has the world's largest production capacity for green products and can guarantee the supply of dual-cycle, On the other hand, China's domestic green consumption market has huge potential and consumption upgrades are accelerating. The consumption side of the dual cycle is also guaranteed. The strategy of dual cycle is based on the domestic big cycle which incorporates how to trust more on our own development in strategy including our market, industrial chain and R&D capabilities.

Green development has become another opportunity under the new development pattern of enterprises. Corporate managers' green environmental awareness and strategic intelligence have increased. The word green environment narrates too the alarms for the improved health of environment and environmental conservation. Similarly, the investment in renewable energy, informed consumption and conversation practices are taken in the supporting practices. They actively promote corporate formulate and implement green product innovation strategies and have the courage to assume green environmental responsibilities and obtain Marketing performance and promote the sustainable development of enterprises. However, how can companies use green product innovation strategies to create competitive advantages? How to successfully transform green product innovation strategy into corporate performance? Under the influence of the epidemic, the world is paying more attention to protecting the earth, cherishing green resources, and forming trend of green consumption.

The theoretical research community and management practice fields have begun to pay attention to the research of such issues. Many scholars believe that business managers with green environmental awareness tend to be adhering to an active support and an open and enlightened attitude. It helps companies to integrate information resources, absorb knowledge to serve green innovation, and actively promote the formulation and implementation of green product innovation strategies. A green innovation strategy is one that focuses on waste reduction, pollution prevention, and environmental management systems On the other hand, under the new crown epidemic, what is the difference between the green environmental awareness of corporate managers and the development and implementation of green product technological innovation strategy and green product-design innovation strategy? Moreover, what kind of performance difference will be produced? The mechanism process of how the enterprise green product technological innovation strategy and designinnovation strategy under the awareness of green environment can be successfully transformed into the excellent performance of the enterprise is worthy of in-depth exploration.

This article takes corporate managers' green environmental awareness and strategic intelligence as the entry point. Based on in-depth interviews with heavily polluting companies, this paper explores the impact of corporate managers' green environmental awareness and strategic intelligence on the formulation of corporate green product technology and design innovation strategies. In this way, it has constructed a mechanism model that transforms the corporate green product innovation strategy into corporate marketing performance under the awareness of green environment. In short, this research explores the absorption and transformation mechanism of green product innovation strategies. The former helps companies choose and formulate appropriate green product innovation strategies from the green environmental awareness. The latter promotes companies to plan and purposefully carry out green product innovation to improve corporate performance. A dynamic process can be understood as the process by which a company develops an understanding of changes in the environment in order to predict opportunities and threats, and also develop strategic planning to enable decisions about key technologies that will be developed by the company. Making the case for design investor, lowering the disincentive for those new to design, supporting, businesses in gaining access to the best design talent, aiding businesses in making the most of architecture's value contribution. This paper explores the pre-impact of green environmental awareness on corporate green product technological innovation and green product design innovation strategies, analyzes and explores the differentiated corporate performance generated by green product technological innovation strategy and green product design innovation strategy, and enriches the corporate strategic management theoretical system. This study uses samples of heavily polluting enterprises to explore the innovative green environmental awareness of enterprise product technology and design, and transforms and integrates green environmental awareness into the management process of enterprise good performance, enriching the theoretical knowledge system of green product innovation research. Epidemic cause a sudden outbreak of a disease in a certain geographical area. Infectious organisms (bacteria, viruses, etc.) abruptly become much more prevalent in an earlier non-infected area. However, a pandemic is a disease outbreak that has spread across several countries' else continents. It is essentially an epidemic that has spread globally and across a larger geographic area. A disease has also scattered to an area where it did not initially exist (Bhattacharya et al., 2021; Sedik et al., 2020) . The huge responsible for damaging the environment by human activity is proven without any doubt since the great effect are highlighted by the industrial rebellion because the concentrations of the greenhouse gases have increased by more than a third. Besides, it our duty to overcome our environmental awareness and our behavioral change.

Green environmental awareness is a high-level rational ecological awareness, which embodies the outlook on life, values and ethics of people and ecological needs. Corporate managers with green consumption awareness can realize that corporate strategic behaviors may involve ecological and environmental issues, and they actively advocate the production and development of green products with the greatest environmental protection to achieve the dual purpose of consumption and environmental protection, and can reflect the corporate image of sustainable development and social responsibility. The green environmental awareness of corporate managers has a direct impact on the formulation and implementation of corporate green strategies, and this impact is reflected in the actual effect of environmental awareness on corporate perception of green market demand. Under the influence of managers' green environmental awareness, the actual effect of the green strategy of enterprises on environmental protection affects business performance. Without the green environmental awareness of business managers, it may weaken the company's green behavior.

Green product innovation is regarded as the main source of future corporate competitive advantages. The green product innovation strategy refers to a company's strategic plan to comprehensively expand the green functions and green quality of products or services, and sustainably promote the coordinated development of corporate performance and the environment (Jun & Yuan, 2011) . The improvement of corporate environmental management capabilities is due to the integration of corporate environmental protection undertakings and managers' green environmental awareness (Klassen & McLaughlin, 1996; Sheng & Qiuzhi, 2016) . Christmann and Taylor's research found that the green environmental awareness of corporate managers will largely give a strong impetus to corporate environmental management and green product innovation strategy formulation. Because of the awareness of green environment, business managers will take into account the demands of the market for green and environmental protection and promote the design of green products and the standardization of production processes. In order to meet market demand and occupy the green consumer market, companies have to improve their original products, production processes and technologies, and inject green ingredients (Christmann & Taylor, 2001) . The establishment and implementation of corporate green product innovation strategies and managers' green environmental awareness can promote the sharing and understanding of green environmental protection knowledge between companies and consumer markets, lead the green trend, promote corporate green product innovation, and improve green product innovation capabilities. The manager's awareness of the green environment also helps to enhance the company's understanding of customers or consumers' environmental demands, formulate green product innovation strategies to innovate the design of green products and the production process of green products, reconstruct the dialogue between companies and consumers, and solve problems. Conventions to better meet consumers' green needs (Vachon & Klassen, 2006) .

The green product innovation strategy includes the following: ①From the perspective of green product technology innovation, it saves and recycles resources through the use of new product technologies, develops energy-saving, environmentally friendly, and healthy new products, and always follows the coordinated development of social economy and ecology the rules. The social economy is made up of a wide range of organizations and companies, such as cooperatives, mutuals, foundations, associations, social enterprises, and praetorian institutions, which all share common meanings and values, such as the primacy of the individual and the social mission over capital. Green product technological innovation refers to the development of environmentally friendly, energy-saving and materialsaving technological products, minimize the use of scarce, expensive, and non-renewable materials to avoid harm to the ecological environment. It pay attention to the recycling and reproduction of products, so that the residues from technology development to product use have no or minimal harm to human health and the natural environment (Eiadat et al., 2008; Jun & Yuan, 2011) . ②From the perspective of green product design innovation, it means that the concepts of pollution prevention and environmental protection have been incorporated in the product design stage. The starting point of product design is to minimize the probability of possible environmental impacts in order to meet the ecological environment indicators. The purpose of green design innovation is to design innovative products that are in harmony with human society and the ecological environment with the least resource consumption, and to improve the competitiveness and status of innovative products in the green consumer market (Jun & Yuan, 2011; Lin et al., 2005) .

It is true that vigorously promoting enterprise green product innovation is an indispensable part of building a new dual-cycle development pattern, which is both a background of a green era and a demand-driven. Green product innovation helps in the modifications of the product designs by using the nontoxic compounds or biodegradable materials during the production process. Similarly for the influence to reduce the disposal of the environment and to high the energy efficiency. To this end, the green environmental awareness of managers encourages companies to have a strong sense of environmental responsibility, encourages companies to develop awareness of environmental responsibility, actively participates in environmental governance and environmental protection, and promotes the development of green product technological innovation by enterprises from inside and outside (Gao & Wang, 2020; Gao et al., 2020) . The environmental responsibility awareness of corporate managers is also affected by the green demand of external consumers, which drives and inspires companies to carry out green product design innovations from the outside and the mainland, and integrate "green factors" into product design and technological processes. At the same time, they have managers with a strong sense of environmental responsibility will also encourage enterprises to invest more resources in the exploration of green product technology innovation and design innovation to acquire environmental management capabilities and green innovation technologies (Dongwei & Chunting, 2017) . Green innovation involves all aspects of innovation relating to green products and processes, such as energy conservation, pollution management, waste recycling, product design, and environmental management. The green innovation is positively affected by the rightfulness of environmental organization. The benefits of the green products technology are as follows, recycling, renewable energy, purifying water, purifying air, environmental remediation, conserving energy. Secondly, business managers with a strong sense of green environment have a higher influence in corporate environmental management. They can promote enterprises from inside and outside to incorporate "green skills" and environmental management concepts into strategic plans for sustainable development. Internal green technology innovation improves the production process of new products and the quality of new products to adapt to the green demands of the external market (Wong, 2013). In addition, under the influence of corporate managers' green environmental awareness, companies are more likely to develop green product design innovations that are pulled from outside and inside, and to save energy, prevent pollution, and recycle waste in the product design process. The green environmental awareness of corporate managers is often affected by the green demands of the external market, driving companies to use strict environmental standards to design green products and innovate green processes, address market needs in a targeted manner, and help companies build high-threshold industry barriers. Especially for companies with strategic advantages, managers have put into practice green environmental awareness, green environmental thinking, green environmental management system and green environmental ethics, for example, companies with strong green environmental awareness Managers will encourage companies to improve resource utilization efficiency by implementing green product innovation strategies to make up for their own environmental costs. Therefore, the green environmental awareness of business managers promotes enterprises to devote more attention to the development of green environmental protection products, pay more attention to the research of green environmental protection technology, in order to establish industry ecological environment standards, and become the industry leader in green environmental protection innovation (Lai & Wan, 2006) . Moreover, corporate managers with strong green environmental awareness are more likely to transmit green environmental protection concepts and information to their employees, integrate green innovation into their daily work projects, and further enhance the company's green innovation capabilities (Lai & Wan, 2006) . In summary, this article proposes the following hypotheses:

The domestic large-scale cycle is the main body, and the green environmental awareness of corporate managers will promote the formulation and implementation of corporate green technological innovation strategies from inside and outside.

The domestic large-scale cycle is the main body and the green environmental awareness of corporate managers from outside and inland drives the formulation and implementation of corporate green design innovation strategies.

Strategic intelligence refers to the manager's ability to foresee, analyze, judge, and make decisions on major issues such as the fundamental, overall, and long-term strategic environment, future vision, and creative new ideas of the relationship organization (Moon, 2013) . Strategic intelligence arouses attention from all walks of life, and stimulates the environmental knowledge and strategic cognition of corporate managers to guide corporate strategy formulation. Based on relevant literature, this paper divides strategic intelligence into two categories: Meta-cognitive strategic intelligence and motivational strategic intelligence. For the method of successful learning, the meta-cognitive act as important component also the types of strategies that was created by you hence it involves self-regulation, self-reflection of strengths and self-reflection of weakness. Due to the issues else situations besides strategies which is formed to discourse the above-specified issues, metacognition is an important foundation in culturally intelligent leadership. The leadership potentials of theoretical system are known to be a Strategic intelligence. Due to the abilities of strategic intelligence are expressed by he or she by influencing the way of philosophy and personality of a leader it is must to face the important struggle by the leaders when the things going according to the plan (Do et al., 2020) . The former reflects the belief and cognition of personal strategic effectiveness, and the latter reflects their inherent interest and power of success in the strategic environment (Helfat & Liebermam, 2002) . High strategic intelligence also produces consistent behaviors between strategic cognition and practice (Imai & Gelfand, 2010) . With the domestic cycle as the mainstay, green business formats, green industries, and green technologies will reshape the future economic and social form and structure.

Meta-cognitive strategic intelligence strengthens the relationship between corporate managers' green environmental awareness and corporate green product innovation strategies. High meta-cognitive strategic intelligence prompts business managers with green environmental awareness to have a cognitive interest and attention to the promotion of green product technological innovation from the inside and the outside and the pulling design innovation from the outside and the inside (Markowitz et al., 2012) . Under the awareness of green environment, business managers with high level of meta-cognitive strategic intelligence have strong adaptability to the culture of the times. They can quickly understand and absorb the environmental culture under the background of the green age, and have extremely keen awareness of green environmental awareness. Moreover, they can fully realize the core competitive advantages brought by the internal and external pushtype green product technological innovation and the external and internal pull-type design innovation to the company, and help companies formulate new industry standards to cope with the differences in the green environment. The environment does not face any critical problem by the use of green product technological. It needs the less costs and it will give the benefits for the investors. Similarly, it becomes more popular. Adapting to the green environment opens the way for the successful development of enterprises. The high metacognition and strategic intelligence promotes the inherent interest of green environmentally conscious business managers in the green market environment and the guiding awareness of their effective adaptation to the formulation of green product innovation strategies (Chua et al., 2012) . On the contrary, environmentally aware managers with low meta-cognitive strategic intelligence usually recognize and understand in a more general way. Although the green environment, the profits by going green, aids to reduce the pollution in the soil, water, and air in the environment. The substitute energy sources help to release the smaller amount of the pollutants into the environment by evading the use of fossil fuels, reducing the waste, recycling and efficient driving. It has a great impact on the industry market, the success of the company's existing product innovation strategy can overcome the impact of the green environment without corresponding adjustments (Templer et al., 2006) . The impact of green environment can be overcome with the help of these strategies namely set goals, make recycling easy, watch your power use, plant trees, switch energy suppliers, cut down on car journeys.

Under the awareness of green environment, highly motivated and strategically intelligent corporate managers can better promote the establishment, formulation and implementation of internal and external driving green product technological innovation and external and internal pulling design innovation strategies to cater to the market Green demand (Markowitz et al., 2012; Templer et al., 2006) . The green environmental awareness of corporate managers urges companies to carry out internal and external push-type green product technological innovation and external and internal pull-in design innovation, which also means that other companies or competitors in the industry are likely to adopt this approach. Class strategy to carry out innovation (Markowitz et al., 2012) . Many green product technological innovation and design innovation strategies are formulated on a discretionary basis, have unique competitive advantages, and are derived from the keen understanding and motivation of the green strategic environment and managers' awareness of the green environment. As their internal driving forces affect managers with high motivation and strategic intelligence, they will use their strategic cognition and knowledge of green environment to predict how the green product market will promote the formulation and implementation of existing green strategies, and how to substantively practice them. Promote technological innovation of green products from the inside and outside, and pull design innovation strategies from the outside and the inside, to better cater to and meet consumers' green needs (Markowitz et al., 2012) . The managers of the focus enterprise, driven by their motivation, strategic intelligence, can evaluate the advantages of the enterprise's internal and external promotion of green product technology innovation, external and internal pull design innovation strategy, and green environmental awareness (Templer et al., 2006) . Therefore, under the awareness of green environment, business managers with high motivational strategic intelligence, rather than low-level motivational strategic intelligence managers, are more motivated to explain the performance of green product demand in the target market, because motivational strategic intelligence drives corporate management Judgment and decision-making on green environmental awareness (Ang, et al., 2006; Bhattacharya, et al., 2021) . High-motivation strategic intellectual managers are better at identifying and understanding environmental protection awareness and evaluating green market prospects than low-motivating strategic intellectual managers are, to develop green products that are more in line with market needs to successfully implement adaptive green product technological innovation and design innovation strategy. Therefore, this article proposes the following assumptions:

H3a: The meta-cognitive strategic intelligence strengthens the positive relationship between the green environmental awareness of corporate managers and the company's internal and external promotion of green product technological innovation strategy.

H3b: Meta-cognitive strategic intelligence strengthens the positive relationship between corporate managers' green environmental awareness and corporate green product designinnovation strategy from outside and inside.

H4a: Motivational strategic intelligence strengthens the positive relationship between corporate managers' green environmental awareness and corporate green product technological innovation strategy from inside and outside.

H4b: Motivational strategic intelligence strengthens the positive relationship between corporate managers' green environmental awareness and corporate green product design-innovation strategy from outside and inside.

The implementation of a company's green product innovation strategy can not only meet the requirements of environmental protection and green ecology, but also create new value for the company, bring new market opportunities, and promote the company to maintain lasting competitiveness (Egri & Herman, 2000) . Green product innovation strategy is the planning and guidance of the unity of corporate strategic business goals and sustainable development. The positive impact of green product innovation strategy on enterprises is mainly manifested in the environmental welfare performance and marketing performance of enterprises (Liyu & Dan, 2017) . On the one hand, green product innovation strategy can be used as a unique way and method for companies to enhance their competitiveness (Dhaliwal et al., 2011) . On the other hand, the more enterprises attach importance to green environmental responsibility and the stronger their willingness to innovate in green environmental protection, the more effective the implementation of green product innovation strategies (Tseng et al., 2013) . The innovation in technology and design of green products has been continuously valued by enterprises, and the concept of green innovation is playing an increasing role in product or service marketing. Green and environmentally new products can attract new customers, and corporate green product technological innovation and green product design innovation affect corporate marketing performance. Technological innovations in green products and ingenuity in design have brought companies a good social reputation and become a new means of resisting competitors. Green product innovation also promoted the extension of the product line. The injection of all these green innovative technologies and design factors will enhance the company's marketing performance. The technological and design innovation of green products has brought important differentiated advantages to enterprises. The formulation and implementation of the green product innovation strategy can improve the reputation of the company, because the technological innovation and design innovation of green products shape the stakeholder's view of the ethical behavior of the enterprise. In fact, when faced with environmental pressures, such as government environmental regulatory pressures, changes in people's green consumption concepts, and consumers' green consumption demands, it is wise to formulate and implement corporate green product innovation strategies, and environmental reputation is also regarded as corporate development, which a key factor in the development. Pay attention to changes in market demand, have the ability to meet consumers' needs for green consumption and the important market benefits for enterprises to obtain resources. The implementation of green product technology innovation strategy and green product design innovation strategy can bring the marketing performance of enterprises: more satisfied and loyal customers, elimination of negative publicity that is not conducive to enterprises, and establishment of a better corporate image. In addition, green products produced through technological and design innovations can also generate positive energy associations, which is conducive to consumers' positive attitudes towards the company and its products, and improves the perception of the quality of the company's products or services. Therefore, this article puts forward the hypothesis that the green product innovation strategy can optimize the promotion of corporate marketing performance as follows:

H5a: The implementation and optimization of a company's green product technological innovation strategy is positively affecting its marketing performance H5b: The implementation and optimization of a company's green product design innovation strategy is positively affecting its marketing performance Based on the above theoretical basis and hypothesis derivation, the theoretical model constructed in this paper is shown in Fig. 1. 

According to the research needs of the "Green Environmental Strategy" investigated, this study takes enterprises in the heavily polluting industries as the research objects. Because of the urgency of implementing the green strategy for enterprises in the severely polluting industries, the urgency is the strongest and the most representative. They are also the frontier of "green reform" that the economic effects of policy interventions to meet the targets for Chinese environmental, energy and climate policy. Also, the GREEN REFORM model will be able to pretend the environmental effects of Chinese economic activity. The Chinese government pays the most attention to, and are the core of the State Environmental Protection Administration's strengthening of the comprehensive management of enterprises in heavily polluting industries. Performance marketing is a hybrid of paid advertising and brand marketing that is only paid out when the desired action is completed. There is currently no other new customer acquisition strategy or marketing opportunity comparable to it. Through collecting a large number of search about green environment, green consumption and green product innovation, the enterprise marketing performance and other related data, and in recent years enterprises to implement green strategy of real cases, and from China's National Bureau of Statistics released by the China statistical yearbook 2018 "and" China statistical yearbook 2019, China green food development center in 2010-2020 issued by the "green food statistical yearbook", released by the environmental protection in our country the environmental information disclosure of listed companies in the guide to 16 1 kinds of heavy pollution industry, to ensure that the green environment and green consumption of enterprise green product innovation and promotion strategies are up to date, the most complete grasp and insight.

This research established a professional research team before starting the formal investigation. The members of the professional research team are: 1 university teacher, 3 doctors and 4 postgraduates. They have formulated a detailed research feedback mechanism and research plan implementation form. The sample companies, the purpose of the survey and the content of the survey will be clarified and detailed to the members of the survey team, and they will be trained to respond to emergencies and relevant research skills. Based on the above-mentioned work, the members of the research team are equally distributed in this study: the contact information of the interviewees of the sample enterprises, and the information of the above enterprises and interviewees is strictly kept confidential. Respondents in the sample companies are selected first in order from top managers to bottom managers. It took more than two months to formally start the investigation from early March 2021 to the end of May 2021. Throughout the entire survey process, a total of 1206 questionnaires were issued and 515 questionnaires received through comprehensive use of various methods, with a recovery rate of 42.70%. The questionnaires with missing answers and the same consecutive answers were deleted, and finally a total of 367 valid questionnaires were obtained, which was an effective recovery rate of 71.26%. The top six data collection methods are given below, interviews, questionnaires and surveys, observations, documents and records, focus groups, oral histories.

For the test of the deviation of the homology method was a modelling method is based on the observation that the tertiary structure of proteins is more conserved than the amino acid sequence. As an outcome of this and still share detectable similarities will share common structural properties, particularly the overall fold but even the proteins have diverged significantly, this study uses the Harman single factor analysis method, the common method variance is identified by using the factor known as Harman's single factor. The unrotated factor solution is analyzed by EFA one to determine the number of factors needed to account for the variance in the variables. That is, the exploratory factor (EFA) analysis of all the observed variables. Exploratory factor analysis (EFA) is a statistical method used in multivariate statistics to uncover the underlying structure of a relatively variables of large set. EFA is a factor analysis technique with the overarching goal of finding the underlying structure between measured variables. The first factor extracted only explained 6.859% of the total variance, indicating that the relatively serious problem of homology method bias has been successfully avoided by the data obtained in this research questionnaire.

This article mainly draws on the measurement of variables by mature scales developed by scholars at homeland and abroad, and makes appropriate adjustments according to the actual needs and realistic background of this research. Specifically, the 7-level Likert scale is used for scoring, and points 1-7 in turn represent "very non-conforming, non-conforming, relatively non-conforming, general conforming, relatively conforming, conforming, and very conforming". The electronic distribution of usability and inventories are more suitable by the seven-point likert scale. The process of increase response rate and response quality along with the reducing respondents" frustration level" is done by the 5-point likert type scale. Among them, 5 points of "relatively consistent" represent a medium degree, and consistent and very consistent represent a higher degree. The specific design steps include:

(1) Comprehensively comb the existing literature, sort out the maturity scale and variable measurement items in the classic literature. A series of processing work is carried out on the maturity scale of foreign literature used for reference in this paper with the method of reverse translation. Then, 2 marketing experts, 2 strategy experts and 3 business people are invited to evaluate the scientificity and appropriateness of the questionnaire, and the questionnaire is finally certified. (2) On-site interviews with the respondents of some sample companies, based on the research needs and accumulation of this article, independently developed some measurement items that were not involved in the scale in the previous literature. (3) Once again with the middle and senior managers of some sample companies Conduct interviews with experts and scholars in related fields to finally determine and improve the semantics and content of the initial design scale. (4) Carry out pre-surveys and delete invalid questionnaires based on sorting out and entering pre-survey data. SPSS is an abbreviation for Statistical Package for the Social Sciences, and it is used for complex statistical data analysis by a variety of researchers. The SPSS software package was developed to manage and analyses social science data statistically. Then the software SPSS21.0 is used to test the reliability and validity of the valid questionnaire, and the scale is revised again, and the test items that are not up to the standard in the scale are eliminated to determine the final test items. The measurement of "managers' green environmental awareness" draws on the research method of Kol and Liu (2017), with a total of 4 questions, the Cronbach's is 0.904. The reliability or internal consistency of a set of scale or test items are evaluated by the measure of Cronbach's alpha test. Cronbach's alpha is thus a function of the number of items in a test, the average covariance between pairs of items, and the total score variance. The measurement of "Meta-cognitive strategic intelligence" and "motivational strategic intelligence" draws on Zhang Yehan 2 's research methods, a total of 6 questions, and the Cronbach's are 0.879 and 0.867 respectively. It is the simple process that thinking about one's thing also it helps to plan, monitor, understand and performance of the process. It includes two awareness namely one's thinking and learning, oneself as thinker and learner. The measurement of "green product technology innovation strategy" draws on the research method of Chen et al. (2006) . A total of 7 question items, the Cronbach's is 0.942. The measurement of "green product design innovation strategy" draws on the research method of Dhaliwal et al. (2011) , a total of 15 questions, and its Cronbach's is 0.978. The measurement of "marketing performance" draws on the research method of Bush et al. 3 , a total of 5 question items, the Cronbach's is 0.928.

In this study, confirmatory factor analysis (CFA) of Amos 24.0 software was used to test the overall validity of the measurement model. The analysis of moment structures are stranded for the statistical programmed of AMOS. AMOS is an SPSS module that is used for Structural Equation Modeling, path analysis, and confirmatory factor analysis. It is also referred to as analysis of covariance software or causal modelling software. The absolute fit index, parsimony index, and relative index value determine the overall validity of the measurement model, and the results show the acceptable fit index of the measurement model (x 2 /df = 5.077, IFI = 0.826, TLI = 0.813, CFI = 0.825, PGFI = 0.595). At the 0.01 level, each factor loading is significantly positively correlated.

By using SPSS 21.0 software to make descriptive statistics on the measurement items of each variable and list the Pearson correlation coefficient matrix (see Table 1 ). The table showing correlation between the variables are known to be correlation matrix. Each cell in the table shows the correlation between two variables. A correlation matrix can be used to present quantitative, as an input into a more advanced analysis, or as a diagnostic for advanced examines. The data results show that there is a significant positive correlation between managers' green environmental awareness and meta-cognitive strategic intelligence and motivational strategic intelligence (p < 0.05), and there is also a significant positive correlation between managers' green environmental awareness and two green product innovation strategies Relationship (p < 0.05), the two green product innovation strategies are positively correlated with marketing performance (p < 0.05). Part of the hypothesis was initially tested, and regression analysis and verification will be continued later.

The test results of Model 1 in Table 2 show that under the premise of controlling the gender, age, education and working years of managers, managers' green environmental awareness has a significant positive impact on the formulation and implementation of corporate green product technological innovation strategies (β = 0.667, P < 0.01), therefore, Hypothesis 1 is supported. Similarly, the test results of Model 2 show that managers' green environmental awareness also has a significant positive impact on the formulation and implementation of corporate green product design innovation strategies (β = 0.571, P < 0.01). Therefore, Hypothesis 2 is supported.

The test result of the moderating effect of strategic intelligence (model 3-6): The regression coefficient of the interaction term between the manager's green environmental awareness and meta-cognitive strategic intelligence is negative but not significant (β = − 0.008, P > 0.1), indicating meta-cognitive strategic intelligence plays an insignificant role in the positive adjustment between managers' awareness of green environment and enterprises' green product technology innovation strategy. Therefore, Hypothesis 3a is not supported. The regression coefficient of the interaction term between managers' green environmental awareness and metacognitive strategic intelligence is (β = 0.479, P < 0.01), indicating that the relationship between managers' green environmental awareness and corporate green Table 1 Mean value, standard deviation and correlation coefficient of each variable 1. Gender, 2. Age, 3. Educational background, 4. Working years, 5. Green environmental awareness, 6. Meta-cognitive strategic intelligence, 7. Motivational strategic intelligence, 8. Green product technological innovation strategy, 9. Green product design-innovation strategy, 10. Marketing performance ** Significant correlation at the 0.001 level (bilateral); *significant correlation at the 0.05 level (bilateral), and the numbers in slashes are the square root of AVE Mean Fig. 2a) . The regression coefficient of the interaction term between managers' green environmental awareness and motivational strategic intelligence is (β = − 0.063, P < 0.1), indicating that the relationship between the manager's green environmental awareness and the enterprise's green product technological innovation strategy is negatively regulated by the motivational strategic intelligence, and the conclusion is completely opposite to Hypothesis 4a; The regression coefficient of the interaction term between managers' green 

High-level manipulated variable Fig. 2 The moderating effect of strategic intelligence on managers' green environmental awareness and green product innovation strategy environmental awareness and motivational strategic intelligence is (β = 0.068, P < 0.1), indicating that the relationship between managers' green environmental awareness and corporate green product design innovation strategies is affected by motivational strategic intelligence. The adjustment effect presents a positive correlation, so hypothesis 4b holds (as shown in Fig. 2b ). Model 7-8 examines the relationship between corporate green product technology innovation strategy, corporate green product design innovation strategy and corporate marketing performance. The results show that there is a positive correlation between corporate green product technological innovation strategy, corporate green product design innovation strategy and corporate marketing performance. And their regression coefficients were (β = 0.652, P 0.05; β = 0.632, P 0.01); R 2 , ΔR 2 , and F values were (0.456, 0.449, 60.542***; 0.452, 0.445, 59 .614***).

The new crown pneumonia epidemic promotes green development, advocates a green lifestyle, and establishes people's green consumption concept. With the continuous enhancement of people's awareness of green environmental responsibility, the era of green consumption has arrived. Those companies that formulate and implement corresponding green product innovation strategies will continue to improve their competitive position in the future green product market and obtain sustainable competitive advantages. In this regard, it is necessary to consider the impact of corporate managers' green environmental awareness and strategic intelligence on the formulation of corporate green product innovation strategies, as well as the effects of corporate green product innovation strategies. Specifically, this research will summarize the following conclusions through theoretical analysis and empirical testing.

Firstly, managers' green environmental awareness promotes the formulation and implementation of corporate green product innovation strategies, which is the prefoundation of corporate green strategy motivation. According to the results of empirical test data, the green environmental awareness of corporate management is significantly positively correlated with green product technology innovation strategy and green product design innovation strategy, and the actual effect of green environmental awareness on companies' perception of green market demand. Ultimately, the alignment of managers' green environmental awareness and the company's environmental protection business can promote the improvement of corporate environmental performance and environmental management capabilities. The green environmental awareness of managers encourages companies to have a strong sense of environmental protection and social responsibility, and actively participate in environmental management. The green product innovation strategy formulated and implemented by the company is consistent with the green environmental awareness of its managers. It promotes the sharing and understanding of green environmental protection knowledge between the company and the consumer market, leading the trend of green consumption, stimulating the innovation of green products, and improving green Product innovation ability. This kind of green environmental awareness also deepens the company's understanding of customers' or consumers' environmental demands, formulates green product innovation strategies to innovate green product technology, design, and production processes, and reconstructs corporate-consumer dialogue and problem-solving practices to better To meet the green demand of consumers.

Similarly, the strategic intelligence of business managers will affect the effectiveness of their green environmental awareness on the implementation of green product technology innovation strategies and green product design innovation strategies, and the two strategic choices will differ due to the level of managers' strategic intelligence. According to the results of empirical test data, the meta-cognitive strategic intelligence of corporate managers does not have a moderating effect between their green environmental awareness and corporate green product technological innovation strategy. There is a significant moderating effect between awareness and corporate green product design innovation strategy. The motivational and strategic intelligence of corporate managers has a negative moderating effect between their green environmental awareness and corporate green product technological innovation strategy. It also has a significant positive adjustment effect between its green environmental awareness and corporate green product-design innovation strategy. From the perspective of the strategic intelligence factors of corporate managers, corporate managers with high meta-cognitive strategic intelligence will be more inclined than managers with low meta-cognitive strategic intelligence to promote enterprises to formulate and implement green product design innovation strategies rather than green product technological innovation strategies. Business managers with high-cognition strategic intelligence believe that innovation in green product design can better grasp market development trends and consumer needs. Therefore, green products designed and innovated according to consumer demands and market trends can better meet demand and increase market share. The technological innovation of green products may make enterprises have a certain degree of risk, with a large risk factor, low return on investment and a long cycle. This is related to the aggressiveness of the technological innovation of green products. Therefore, business managers with high meta-cognitive strategic intelligence and high motivational strategic intelligence have a keen market vision and rich business experience, and will be more inclined to promote companies to formulate and implement green product design innovation strategies to avoid innovation risks and promote the smooth entry of new green products into the market, to grab high profits for the enterprise. In essence, the highly motivated strategic intelligence of business managers stems from a keen understanding of green strategic environment and green environmental awareness. Enterprise managers with high motivation and strategic intelligence use their green strategy knowledge to predict how the green product market will promote the formulation and implementation of existing green strategies, and how to substantively implement green product design innovation strategies, so as to better cater to and satisfy consumers and consumers' green demand. Even though the idea of adjusting the adaptability to green environmental awareness comes from observing the behavior of the enterprise's competitors, the managers of the focus enterprise can still evaluate the advantages of the enterprise's green product design innovation strategy and its adaptability to green environmental awareness by virtue of their motivation and strategic intelligence.

Finally, the implementation of corporate green product technology and design innovation strategies directly promotes corporate marketing performance. The formulation and implementation of green product technological innovation and green product design innovation strategies, the technological innovation of corporate green products and the ingenuity in design have brought a good social reputation for the company and become a new means of resisting competitors. Green product technological innovation and green product design innovation also promoted the extension of product lines. Moreover, the technological and design innovation of green products has brought important differentiated advantages to enterprises. The formulation and implementation of the green product innovation strategy can improve the corporate reputation, because the technological innovation and design innovation of green products shape the ethical behavior of stakeholders towards the enterprise the opinion of. In addition, it can also bring more satisfied and loyal customers to the company, eliminate negative publicity that is not conducive to the company, and establish a better corporate image; green products produced through technological and design innovations can also generate positive associations and benefit consumers Have a positive attitude towards the company and its products, and improve the quality perception of the company's products or services.

Firstly, there are limitations in theoretical design. This study only considers the impact of the pre-influencing factors such as the green environmental awareness and strategic intelligence of the corporate managers on the formulation and implementation of the corporate green product innovation strategy, but in essence, there is only green environmental awareness and no green environmental willingness. Insufficient, insufficient or weaker to influence and determine whether an enterprise chooses to develop a green product innovation strategy. Secondly, since the research sample of this study is limited to enterprises in heavy pollution industries, considering that the green product innovation of enterprises may also involve traditional manufacturing enterprises. And due to the convenience of the survey, most of the sample companies selected in this study are heavily polluting companies from Beijing, Tianjin, Henan, Shandong, Anhui, Sichuan, and Guangxi of China. Although they are representative, they are considered severely polluting enterprises in the vast central and western regions, especially those that have moved to the western region, have not been involved. In this regard, the conclusions of this research may be biased and not comprehensive. Thirdly, the research on the relationship between green product innovation and corporate performance of enterprises in heavy-polluting industries is the static primary data collected by the questionnaire survey method. However, the research on China's green product innovation is still in its infancy, and the transformation of corporate performance is also lagging, that is, the process of transforming green product innovation strategy into corporate performance is a dynamic process, therefore, the questionnaire survey method of static data is difficult to really describe the impact of green product innovation on corporate performance.

In summary, in the context of the green era, scholars in the field of management pay attention to a series of key issues related to green initiatives such as green operations carried out by enterprises, formulating sound green development strategies, and developing and producing green products. Future scholars' follow-up research can also focus on the research limitations and deficiencies of this research.

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