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Abstract

Green product innovation (GPI) has become an essential strategy for companies to address environmental challenges while strengthening their competitiveness in a sustainable manner. However, important gaps remain in understanding how internal organizational factors interact with external pressures that shape their implementation. Existing conceptual frameworks have advanced the identification of these factors, but they often focus only on direct relationships and overlook the mechanisms that connect them. They also tend to adopt narrow perspectives that fail to capture the hybrid complexity observed in empirical evidence. This study aims to develop an integrative conceptual framework that synthesizes the antecedents, processes, and outcomes of GPI, providing theoretical clarity and practical guidance for organizational implementation. To achieve this goal, a systematic literature review analyzed 48 articles selected from 579 Scopus-indexed documents. The three results of this study are as follows. First, descriptive findings reveal marked growth in research since 2021, the methodological predominance of structural equation modeling, and geographical concentration in China, confirming that environmental regulations and financial resources serve as primary external and internal drivers, respectively. Second, the integrative framework provides the first systematic three-dimensional conceptualization of GPI, explaining interaction mechanisms between external and internal antecedents while demonstrating dual value creation through differentiated environmental and economic outcomes. Third, the research agenda identifies five priority directions: empirical validation emphasizing the hybrid dimension, contextual diversification toward non-manufacturing sectors and underexplored regions, case studies to understand processual mechanisms, longitudinal research on adoption trajectories, and scoping studies to delineate conceptual boundaries among related constructs.

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