How does corporate green service innovation improve consumer happiness: A serial mediation model based on value identity and extra-role altruistic behavior

Abstract

With the impact of the “Internet+” wave, the “fourth Industrial revolution” and the “epidemic era,” the traditional service model has been radically changed. Green sustainable development has been extended to the service field and new technologies, new models, and new business forms of green service have been brought into being. Based on the original data of 213 service-oriented corporates, this paper adopts the questionnaire survey method to explore the mechanism between green service innovation carried out by service-oriented enterprises and consumer happiness based on the perspectives of consumers’ “value identity” and “extra-role altruistic behavior.” This study aims to solve the problem of how green service innovation provided by corporates translates into consumer happiness. The findings are as follows: Value identity has a mediating effect between corporate green service innovation and consumer extra-role altruistic behavior (beneficial to corporates and environment), and consumer extra-role altruistic behavior has a serial mediating effect between corporate green service innovation and consumer happiness. Resource heterogeneity positively moderates the relationship between corporate green service innovation and consumer value identity. Resource coupling also positively moderates the relationship between consumers’ value identity and their extra-role altruistic behavior. The conclusion extends the research boundary of enterprise green service innovation and adds a new perspective and context. Moreover, the research results also provide reference for the service innovation transformation of related corporates.