近年來，隨著環境法規趨嚴與市場競爭型態轉變，企業在追求經濟績效的同時，亦須回應日益提升的環境永續要求。儘管既有研究已指出外部壓力與企業內部資源皆可能影響綠色創新行為，然企業在面對相似外部壓力時，卻往往展現出不同反應，顯示外部壓力並非直接轉化為綠色創新成果，而有賴企業內部關鍵能力加以轉化。基於此，本研究聚焦於企業如何在監管壓力與競爭者壓力的影響下，透過內部能力的培養與策略導向的調整，推動不同型態的綠色創新行為。研究以制度理論及熊彼得競爭觀點為外部壓力之理論基礎，並結合動態能力理論與創業導向觀點，建構整合性研究架構，並進一步將綠色創新區分為利用型與探索型兩種類型，以更清楚地分析企業在短期效率與長期永續發展之間的創新選擇。
本研究透過網路問卷進行資料蒐集，共取得265份有效樣本，以 SPSS 統計軟體作為實證分析工具。研究結果顯示，監管壓力與競爭者壓力皆對企業之利用型與探索型綠色創新皆具有顯著正向影響，其次，綠色動態能力與創業導向於外部壓力和利用型與探索型綠色創之間皆呈現顯著的部分中介效果。

In recent years, as environmental regulations have become more stringent and market competition has evolved, firms are increasingly required to respond to rising demands for environmental sustainability while pursuing economic performance. Although prior studies have indicated that both external pressures and internal resources can influence green innovation, firms often exhibit heterogeneous responses when facing similar external pressures. This suggests that external pressures do not translate directly into green innovation outcomes but instead require transformation through key internal capabilities. Accordingly, this study focuses on how firms, under regulatory pressure and competitor pressure, promote distinct forms of green innovation by strengthening organizational capabilities and reconfiguring their strategic orientations. Drawing on institutional theory and the Schumpeterian view of competition as the theoretical foundations of external pressures, and integrating dynamic capability theory with the entrepreneurial orientation perspective, this study constructs an integrated research framework. Furthermore, green innovation is differentiated into exploitative and exploratory types to more clearly analyze firms’ innovation choices between short-term efficiency and long-term sustainable growth.
This study collects 265 valid responses through an online survey and conducts empirical analyses using SPSS statistical software. Empirical findings reveal that both regulatory and competitor pressure exert significant positive effects on firms’ exploitative and exploratory green innovation. In addition, green dynamic capabilities and entrepreneurial orientation exhibit significant partial mediating effects in the relationships between external pressures and both types of green innovation.

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