Investigating the social impact of green innovation: an exploratory study of Vietnamese organisations using “concept cards” interviewing

Abstract

Purpose Green innovation by organisations has the potential to create social impact across five dimensions: social capital, collective identities, environmental literacy, community well-being and human capital. However, the link between green innovation and these dimensions of social impact is underexplored, particularly in developing countries such as Vietnam, where environmental policies are still being framed. Thus, this study provides an exploratory analysis of the social impact of green innovation undertaken by organisations in Vietnam. Design/methodology/approach The perspectives of a focal organisation in Vietnam and three related stakeholders are examined. Data were obtained from the research participants using a photo-elicitation interviewing strategy with concept cards. A hybrid deductive–inductive approach to thematic analysis identified five themes. Findings There is evidence that green innovation positively influences social impact across the five identified dimensions. Additionally, the analysis suggests that green innovation can generate spillover effects amongst stakeholder organisations. Research limitations/implications An obvious limitation of this study is that it is based solely on interviews of executives and managers linked to a focal organisation that is already undertaking green innovation. Due to time and resource limitations, it was not possible to examine other sources of information, such as documentary evidence, which would have increased the reliability of the data. Practical implications This paper makes two contributions. First, it presents stakeholders’perceptions of the social impact of an organisation’s implementation of a green innovation strategy. Second, the study demonstrates the use of a novel photo-elicitation technique – concept cards – in undertaking interviews with busy business executives. Such an approach has rarely been used in business settings. Social implications This study provides managers with a framework for measuring the social impact of their green initiatives. It is no longer sufficient to evaluate a firm’s financial performance alone. With a growing emphasis on the United Nations Sustainable Development Goals, managers must be able to report the impact of their work beyond business boundaries. Our research findings are also insightful for policymakers working in innovation-related government, providing a comprehensive framework for evaluating the social impact of innovation. Originality/value This study investigates the emerging concept of green innovation using a novel “concept cards” interviewing technique. The perceptions of individuals from a sample of organisations in Vietnam provide a practical foundation for organisations’ future development of effective green innovation strategies.