The green spillover effect of green customer integration: Does internal integration matter?

Although the importance of green customer integration has been emphasized, previous findings on how green customer integration influences green product innovation are still inconsistent. To better understand the link between green customer integration and green product innovation, we divided green customer integration into two dimensions (i.e., green customer process integration and green customer information integration) and examine its green spillover effect. On the basis of the survey data from 176 Chinese manufacturers, we found that the impacts of two dimensions of green customer integration on green product innovation are mediated by quality of information sharing. Although both are significant, green customer process integration has a stronger effect on quality of information sharing than green customer information integration. In addition, internal integration positively moderates the relationship between quality of information sharing and green product innovation. Thus, this study helps to unpack the “black‐box” of how green customer integration influences green product innovation and offers a possible explanation for the previous inconsistent findings.