The Influencing Mechanism of Green Innovation in Chinese Enterprises in Thailand: The Roles of Learning Orientation, Green Dynamic Capabilities and AI Literacy

Abstract

This study examines how green innovation develops in Chinese-funded enterprises operating in Thailand by investigating the roles of learning orientation, green dynamic capability, and AI literacy. Drawing on institutional theory, it conceptualises environmental organisational culture and environmental orientation as organisational antecedents, regulatory pressure as an institutional driver, and learning orientation and green dynamic capability as mechanisms leading to green innovation. AI literacy is examined as both a direct predictor and a moderator. Survey data were collected from 528 managers in manufacturing, service, and technology enterprises identified through business associations, Thailand Board of Investment records, and corporate sustainability reports. The proposed relationships were assessed using partial least squares structural equation modelling (PLS-SEM) and necessary condition analysis (NCA). The results indicate that environmental organisational culture, environmental orientation, and regulatory pressure are positively associated with learning orientation and green dynamic capability. Both capabilities are positively related to green innovation, while AI literacy also shows a positive direct relationship. The mediation results further indicate that learning orientation and green dynamic capability transmit the effects of the three antecedents to green innovation. In addition, AI literacy strengthens the relationships between these organisational capabilities and green innovation. The findings extend green innovation research by integrating institutional, organisational learning, dynamic capability, and AI literacy perspectives and offer practical guidance for Chinese-funded enterprises pursuing environmental innovation in Thailand.