Practical implications – Company managers should utilize new technology and design to make
green products more innovative and fashionable to attract more customers.
Social implications – Instead of environment protection propaganda and education, society and
market supervisors should lay the key point of GC incentive on the draft and implementation of law and
regulation.
Originality/value – This research is an initial attempt to establish the relationship between CI andGC
behaviors and generate a news research area in green marketing.