Effects of environmental innovation design and organizational culture on product competitive advantage

. Various countries successively notice major disasters and climate anomaly resulted from the counterattack of nature that they have to emphasize the timing of environmental protection, energy saving & carbon reduction, and sustainable development issues. It continuously ferments sustainability-related green issues. In face of international environmental regulations and consumers’ environmental awareness, enterprises therefore encounter larger challenge and impact. In this study, a total of 360 questionnaires were distributed to supervisors and employees of Taiwan's high-tech industry, and 283 valid questionnaires were returned, with the retrieval rate of 79%. According to the results to propose conclusions, it is expected to help enterprises immediately adopt effective and flexible strategies & actions in the sustainable development process to ensure the competitiveness.


Introduction
An enterprise has to build the undefeated advantage by enhancing the product or service competitiveness in the market through constant innovation.Under international environmental regulations and consumers' environmental awareness, an enterprise would face larger challenge and impact on the management.In the dynamic competitive environment, an enterprise could survive and maintain the competitiveness in the pressure of competitors, consumers, and legislators.In this case, an enterprise could present better competitiveness by changing the thinking about product, technology & process, and business model as well as effectively utilizing materials and energy to reduce costs and enhance product prices.
The rising environmental awareness resulting in stricter environmental regulations to force enterprises changing the production process and product design to conform to the environmental regulation requirements.Some enterprises start to actively adopt environmental management and environmental production to enhance the competitiveness and promote corporate image.However, a green enterprise could maintain the competitiveness by continuous innovation and introduction of environmental corporate culture which could cohere with employees' consensus in order to step towards sustainable management.The effects of environmental innovation design and Organizational culture on product competitive advantage are discussed in this study, it expected to help enterprises immediately adopt effective and flexible strategies and actions in the sustainable development process to make sure of the competitiveness.

Literature review
Zhao et al. 1 claimed that a company, to cope with environmental changes, should create the innovative environmental culture and encourage the employees to develop latest and cleaner products.Lei et al. 2 pointed out building innovative Organizational culture as an inevitably important issue.How an enterprise changed employees' value and behavior and delivered the environmental innovation design vision to employees for implementing such a green thinking was a key factor in the enterprise sustainably managing and continuously maintaining product competitive advantage.Birasnav et al. 3 mentioned that energy saving & carbon reduction and decrease in energy use were the past concepts, while it involved in thinking of grasping the world trend one step ahead, producing environmental products beneficial to environment, and being able to create business opportunities; when an enterprise integrated the concept into corporate environmental culture, more positively stepped in the field of environmental products to create product competitive advantage, the enterprise would receive more chips and acquire more business opportunities.It is therefore assumed in this study that H1: Environmental innovation design presents positive and significant effects on Organizational culture.
Han 4 involved culture study in business management and claimed that a company should have the Organizational culture which could provide product competitive advantage so that competitive firms could not easily change the environmental culture covering such characteristics.In this case, Organizational culture could affect product competitive advantage.Novitasari & Agustia 5 analyzed product competitive advantage of enterprises and considered that an enterprise could adopt pollution control to reduce costs or acquire leading positive through product management, and even through the creation of Organizational culture with sustainable vision to take the lead in the future environmental trend.Ali & Ali 6 indicated that an enterprise only changes the manufacturing process and environmental protection innovative design in order to comply with the requirements of environmental protection regulations, and it is not a real green environmental protection enterprise; an enterprise could sustainably develop and maintain product competitive advantage merely by introducing green Organizational culture to the company culture and implement in employees' daily life and enterprise operation.Consequently, it is assumed in this study that H2: Organizational culture shows positive and remarkable effects on product competitive advantage.
Hu et al. 7 pointed out the huge effect of environmental innovation design on product competitive advantage of an enterprise; especially, it became a trend in the environmental time when either product innovation or process innovation was necessary for enterprises increasing revenue or making profits.Parida et al. 8 indicated that, when guiding the environmental innovation design of an enterprise with proper environmental standards, such as more effectively utilizing resources of materials and energy, reducing costs, and promoting product value, the enterprise would present better product competitive advantage and break the deadlock of environmental protection and competitiveness.Such a theory was dynamic, which considered that, with strict and high-standard regulations, firms could develop new environmental innovation design, and first movers would present product competitive advantage and lobby the government to enhance regulation standards to maintain the product competitive advantage 9 .It is therefore assumed in this study that H3: Environmental innovation design reveals positive effects on product competitive advantage.

I. Operational definition (1) Environmental innovation design
Referring to Zhang et al. 10 , the environmental innovation design in this study is divided into two dimensions of environmental product innovation and environmental process innovation.
(2) Organizational culture Referring to Hang et al. 11 , the Organizational culture in this study is measured with the single dimension.
(3) Product competitive advantage Referring to Le et al. 12 , the product competitive advantage is measured with the single dimension.

II. Research sample and object
Taking supervisors and employees of high-tech industry in Hunan Province as the research objects, total 360 copies of questionnaire are distributed in May 1 st -August 30 th , 2022, and 283 valid copies are retrieved, with the retrieval rate 79%.

III. Reliability and validity test
Confirmatory Factor Analysis (CFA) plays a crucial role within Structural Equation Modeling (SEM) analysis.The two-stage model correction process within CFA mandates that the measurement model be evaluated prior to the assessment of the structural model.Once the fit of the measurement model is deemed satisfactory, the subsequent step, which involves the SEM model evaluation, can be undertaken.In the context of CFA, the constructs exhibit factor loadings ranging between 0.70 and 0.90, composite reliability measures from 0.80 to 0.92, and the average variance extracted falls within the 0.70 to 0.80 range.These results align with the established standards of factor loading exceeding 0.5, composite reliability surpassing 0.6, and average variance extracted being higher than 0.5.Consequently, the constructs demonstrate satisfactory convergent validity.

I. Structural model analysis
The analysis of the structural model encompasses both the model fit analysis and the explanatory power of the comprehensive research model.In line with scholarly consensus, the χ2/degree of freedom ratio should ideally be as small as possible; in this study, it is less than 3 (specifically, 1.63), indicating a satisfactory fit.Indices such as the Goodness of Fit Index (GFI) and the Adjusted Goodness of Fit Index (AGFI) are most effective when closer to 1, although there is no absolute standard for determining model fit.Acceptable values are typically greater than 0.9 for GFI and greater than 0.8 for AGFI; in this study, these values are 0.98 and 0.86 respectively, which fall within acceptable parameters.A Root-Mean-Square Error of Approximation (RMSEA) within the 0.05-0.08range suggests a well-fitting model and indicates reasonable fit; this study reports an RMSEA of 0.06.Additionally, a Comparative Fit Index (CFI) higher than 0.9 is generally considered acceptable; this study has a CFI of 0.95.Lastly, the Normed Fit Index (NFI) should ideally be above 0.9, and this study meets this standard with an NFI of 0.92.
From the previous overall model fit index, there is a good fit between the structured model and the observed data, and the theoretical model can fully explain the observed data.After passing the model fit test, we can understood the correlation coefficient and coefficient estimation of environmental innovation design, organizational culture and product competitive advantage.The comprehensive model analysis, as indicated in Table 2, demonstrates that two facets of environmental innovation design-namely environmental product innovation and environmental process innovation-significantly contribute to explaining the construct of environmental innovation design (with a t-value greater than 1.96 and a p-value less than 0.05).Clearly, the overall model exhibits a robust preliminary fit.
In terms of internal fit, the environmental innovation design construct is observed to have a positively significant impact on organizational environmental culture (coefficient 0.84, p-value less than 0.01).Furthermore, organizational environmental culture exerts a positive and substantial effect on product competitive advantage (coefficient 0.82, p-value less than 0.01).Additionally, environmental innovation design is found to have a positively significant impact on product competitive advantage (coefficient 0.81, p-value less than 0.01).These results lend support to Hypotheses H1, H2, and H3.

Conclusions
The results show that the effect of environmental innovation design on green enterprises lies in the promotion of corporate image & brand management and sustainable social responsibility of resource reuse.Since consumers are not easily aware of the environmental process and sustainable image of an enterprise, it would be incubated and expanded through image marketing packaging and media work-of-mouth promotion to transform into the product competitive advantage.As a result, an enterprise could enhance environmental reputation and make profits by increasing environmental consumption with environmental innovation design to form the environmental product competitive advantage.An enterprise, in the environmental innovation design process, coheres with green goal and vision through Organizational culture to further affect employees' green decision-making model.It would need long-period and constant coordination and communication for trust and cooperation.For this reason, starting from changing employees' attitudes and ideas and planning education & training related to environmental protection to enhance employees' knowledge and skills required for R&D, design, production, marketing, and even environmental management could have employees actively participate in improving current products.After employees internalizing Organizational culture awareness into actions to actively enhance resource productivity for the corporate products, the corporate environmental costs could be made up to promote the image and enhance product competitive advantage.
In order to transform environmental protection education policies into concrete actions, improve the environmental literacy of the whole people, practice responsible environmental behaviors, and create a sustainable society with cross-generational well-being and resource recycling, according to environmental education pointed out by the Comprehensive Planning Office of the Environmental Protection Agency of the Executive Yuan of the Republic of China Articles 5 and 6 of the National Environmental Education Act and the National Environmental Education Program formulated the "National Environmental Education Action Plan" on March 5, 2013, urging all agencies (institutions) and schools to promote their business under the principle of environmental sustainability and accelerate Popularization of environmental protection education.
Environmental education is advancing with the times.In addition to traditional literature and textbook education, the learning mode of environmental education tends to be digital., networking, and there are multiple ways such as films, animations, and games to allow the public to learn correct environmental protection knowledge (Zhou & Xu, 2010; Kalenova et al., 2020).
However, not all digital methods will be paid for by the public.Judging from the official YouTube account Of the Environmental Protection Agency of the Executive Yuan, The Number of Channel Subscribers is Nearly.Although the Highest Number of a Single V. IDEO is 200,000, most of the videos have only a thousand views.People, the results still have grown.If you search for related videos on YOUTUBE with the two Chinese characters of "environmental protection", you can find that the video with the highest number of views is 3.91 million times, but it is more of a craft creation and has less relevance to learning about environmental protection.Internet celebrity publicity is about 1.5 million person-times, for example: used to be The popular online program" Muyao 4 Super Play" once filmed an inspector of the Environmental Protection Bureau for a day.A lot of environmental protection education knowledge was incorporated into the film, and the number of viewers reached 1.51 million.In addition to video promotion, there are also a number of environmental education game apps.For example, "Baby Environmental Protection Little Guardian" has been downloaded more than 5 million times, far exceeding the viewing rate of videos.Interactive games may be the future of environmental protection education promotion.new style.

Gamified Learning
Gamification was proposed by British engineer Nick Pelling in 2002, Gamification is to disassemble the interesting and addictive elements in the game and apply them in the real world to improve behavioral motivation and give participants a sense of accomplishment.The more fun the more attractive it is (Chou, 2015; Ushakov et al., 2022).
The most important thing about most games is the level design inside, how to keep players interested in the game through the gameplay mechanism or extend the life cycle of the game by solving tasks and forming alliances with teams.To put it simply, gamification is a kind of "humanity-centered design".According to why people do or don't do something, find incentives to strengthen people's feelings, motivation, and engagement.Therefore, when people want to develop a new habit, adding gamification elements can help people face challenges more easily, and even change people's behavior, stimulate motivation, let people enjoy fun, and re duce the pain of people learning new behavior patterns.To develop habits and change habits, there are still many layers of difficulties and obstacles in front of you before you really "do it".Gamification is a very good tool to help people reduce difficulties and obstacles.
Gamification learning has the following benefits: 1. Make faster judgments in the face of problems: Research by the University of Rochester in the United States shows that because images and objects in games will move or appear, players need to receive and adapt to sensory information in a timely manner.The player's ability to respond to game content, intangible Among them, people can make decisions and judge problems more quickly in real life.2. Helping to strengthen learning ability: Research at University College London and Queen Mary University of London pointed out , two groups of people, one group playing a quick, real-time strategy game, and the other group playing a more time-consuming life simulation game , It was found that players of strategy games need to process more game information and think more, which enhances cognitive fitness and allows people to learn more efficiently.The more you know how to play games " purposefully", the stronger your resilience will be, and the less you will avoid yourself in the future.
For school-age children, at this stage, children could learn independently, are also learning social norms, are curious about everything, and are very playful (Hong & Fu,  2012; Ezhak et al., 2021; Kunasaraphan, 2020) be played I believe it can be a good form of education and publicity.

Analysis of digital games related to environmental protection
This research set out to investigate the game APP with the theme of environmental protection, and in accordance with the principle of the Chinese language commonly used by the test subjects, there were three environmental protection games collected on the two major mobile phone systems, each of which was developed by the Environmental Protection Bureau of Hualien County.", PIXIO's "Earth Game!" and Zhi Yong Information Co., Ltd.'s "Baby Learns to Sorting Garbage".In addition, the knowledge-based environmental protection game developed by the research team is the fourth game, and the analysis is shown in Table 1.-Personal information: including grade, gender, awareness of environmental protection, and degree of implementation.The degree of environmental protection cognition and implementation is based on the subject's environmental awareness.
-Environmental awareness: divided into knowledge improvement, knowledge implementation, play expectations, etc. three parts.

Research Tools
In order to understand the effect of environmental games on subjects Influence, this study analyzes the characteristics of four game types, which are divided into action type, management type, and knowledge type.Based on the above age considerations, the most end Two environmental protection games of the action type (Purification Battle of the Recycling Alliance) and the knowledge type (Fish and Bird Stories) were selected as the research tools.

Pre-Test
In Order to Improve the Accuracy and Appropriateness of the Words Use in The Questionnaire, A Third-Grade teacher was invited tester.Content of the questionnaire.and phonetic notation should be added to the questionnaire questions to facilitate children's reading comprehension.In addition, to reduce the problems that may arise when answering the questionnaire, a fourth-grade student was invited to take a pre-test of the questionnaire fire before formal experiment.Questions are used as questionnaire modification indicators.

Formal Experiment
Using the method of school entrance interview and participant observation, the participating school is Taitung County Elementary School.At the beginning of the experiment, the researcher explained the purpose of the study, the process of the experiment and the items to be filled in, emphasizing the confidentiality of the data.

Research Results and Discussion
A total of 12 questionnaires were recovered in this study, and no invalid questionnaires were found after inspection.12 subjects by year.The statistics of grade and gender are shown in the Table 2.

Consciousness of environmental protection concept
Gender: please self-assessment by subjects of different genders "I feel that I have the concept of environmental protection", the following adopts" Consciousness of environmental protection concept" call it.Girl, I feel that I have a common concept of environmental protection.There is 1 person, accounting for 8%; I know very well that there are 4 people, accounting for 34% ; I know 1 person very well, accounting for 8%.Boys, I feel that I have a common concept of environmental protection.
There are 3 people, accounting for 25% I know 1 person very well, accounting for 8% ; There are 2 people who know very well, accounting for 17%.
Year level: please self-assessment by testers of different year levels "I think I have the concept of environmental protection." There are 2 middle-grade subjects, average, very understanding and very understanding, each accounting for 17% ; Very do not understand, do not understand average 0 people.Senior subjects generally know 2 people, accounting for 17%; Know 3 people well, accounting for 24% ; Know 1 person very well, accounting for 8% ;the remaining 0 people.

Self-examination of environmental protection implementation
Gender: Ask subjects of different genders to examine themselves "Whether we are serious about implementing environmental protection at ordinary times", this article uses " Selfexamination of environmental protection implementation ".Girls self-assess the implementation of the general degree of environmental protection accounted for 3 people, accounting for 24%, self-examination is the same as meaning Conscientiously implement environmental protection accounted for 3 people, accounting for 24%. 4 males accounted for 34% of the average degree of self-examination and implementation of environmental protection, and self-examination was the same as meaning Conscientiously implement environmental protection 2 people, accounting for 17%.
Year level: among the middle-grade subjects, 0 disagreed with the degree of implementation, accounting for 0%, 3 ordinary subjects, accounting for 24%, and 3 agreed, accounting for 24%.Among the senior subjects, 0 disagreed with the degree of implementation, accounting for 0%, 4 ordinary subjects, accounting for 34%, and 2 agreed, accounting for 17%.

Environmental concept analysis
This study explores the concept of environmental protection, which includes three items: knowledge improvement, knowledge implementation, and play expectations.Based on the analysis of observation results and questionnaire results, it shows that there are slight differences between boys and girls and grades in terms of environmental protection.,The key analysis results are listed below.
Knowledge improvement: After playing, 25% of the people improved, 50% of the people remained the same, especially middle-grade girls grew the most; 25% of the subjects answered correctly, and 50% of the subjects' made mistakes in the pre-test The questions were corrected correctly, and only 25% of the questions were answered incorrectly by more than 5 people.It shows that the environmental protection education in the school has been promoted very well, and it has also grown after playing the game.
Knowledge Implementation: Based on the average of 42 added before and after the game, the questions are all classification problems that are usually encountered; before the game, 75% of them applied the environmental protection knowledge they learned.Among the 10 questions, only 3 questions are selected by the number of people who agree very much, and the number of people exceeds 6, and the general willingness to implement is low; After playing, original Apply what you have learned about environmental protection 75% of Among the subjects, there is another 75% increase in the willingness to implement, In the 10 questions, choose to agree very much and the number of people More than 6 people, increase to 7 questions, There was a significant increase in willingness to implement, showing that the game In addition to improving the willingness of the subjects to implement, the implementation of environmental protection will start from the small details in daily life.
Play expectation: Based on the average of 45.5 before and after the play; before the play, 75% of the subjects Very Looking forward to playing the game, Among the 10 questions, 9 questions choose the number of people who are very looking forward to and the number of people exceeds 6.The subjects all have high expectations for the game ; After playing, Before playing very 75% of the subjects who look forward to playing Among them, 50% will continue to improve, and among the 10 questions, choose very looking forward to play And the number of people is more than 6, then reduce to 7 questions , showing that the subjects were very much looking forward to the game before playing, and after playing Because both are immature games, there are many lacks in the gameplay, which aroused the expectations of the game , But the difference between the average number before and after the game is not that big, It also indirectly shows that the use of games to teach subjects at this age will be more effective than verbal reminders.

Analysis of game preferences and environmental protection
Knowledge type and action type are equally preferred by the subjects, divided by grade, the middle grades prefer the action type, and the senior grades prefer the knowledge type, divided by gender, boys prefer the action type, girls prefer the knowledge type; In terms of game liking, middle-aged and boys are more attracted to the stimulation of gameplay and the appearance of characters, while senior and girls are on the contrary.The small knowledge provided by knowledge-based games is more motivating for the subjects to implement in their daily life.;Both think that the game screen is good-looking and has a deeper understanding of environmental protection, and can also clearly put forward the environmental protection knowledge recognized in the game.In terms of game dislikes, middle-aged and boys are not easy to click on objects, and the game speed is too slow, which is less attractive to them.Senior grades and girls are not sensitive to button operations, learn less knowledge, and am not motivated after playing.Practice it daily.However, boys and girls in primary, middle and senior grades are willing to practice environmental protection in their daily lives after playing.
In summary, Environmental protection is not limited to school education and teaching.Gamification learning is also a promotional method that can be touched in daily life.According to the above analysis, it is found that regardless of grade or gender, knowledgetype and action-type games have their own favorite audiences.group.But in terms of the knowledge they have learned, those who prefer knowledge games have more answers than those who prefer action games, for example: do a good job of recycling and don't litter on the road; But only similar answers can be answered.The operation reflex speed of action games is relatively fast, and it is difficult for school-age children to learn environmental protection information.The details of the information are not fully understood, and the game is over, or the next level is on.
However, regardless of whether they like action games or knowledge games, school-age children understand that they should be responsible for environmental protection.The possible reason is that the long-term teaching of school education to the subjects has caused subtle influences.They all have a consensus on environmental awareness and do not need To further improve the practice of environmental protection, this study suggests that we can compile knowledge transfer together with experts, and also stimulate the gameplay, so that it can be used as a game that can be played both in class and in leisure time.This extension can also be extended to kindergartens and junior high schools.In addition to deepening the awareness of environmental protection, it can also stimulate the implementation of practice, and get rid of the need to broadcast documentaries or presentations to convey environmental protection concepts.
The purpose of environmental protection is to "Practice and Impact", if it can make Children's easy learning of environmental protection can allow them to implement daily garbage classification, and it can also affect their peers and family members to minimize the pollution of the environment.This study suggests combining games with classrooms to achieve the purpose of entertaining and teaching.Through fun games, children can learn about environmental protection and its impact on the environment, so that children can have a deeper sense of responsibility for the implementation of environmental protection and protect the existing ecological environment.

Research Conclusions and Recommendations
This study investigates the impact of environmental protection games on environmental protection awareness and practice with questionnaires to understand the impact of elementary school students in middle and senior grades on environmental protection awareness and practice after playing.After literature review and analysis of 12 valid questionnaires, the conclusions are as follows: Overall, the game is very helpful for school-age children to understand new things.In addition to showing that the environmental protection education in the school has been promoted very well, what the subjects learned in the game has also grown, and the environmental protection they remember the amount of knowledge has also increased slightly, and I am more willing to practice environmental protection in my daily life after playing.
In-depth observation shows that knowledge-based and action-based games have appropriate grades and genders in terms of gameplay and content.For the subjects, it is better to imagine the benefits of implementing classification for the environment, and the effect of game teaching will be more direct than verbal reminder.
During the interview, none of the subjects disliked games, showing that if it is a gamestyle learning, middle-grade and senior-grade students are not against it, and they will choose the game that is more impressive and suitable for them out of the two games.My favorite game, even if both games have gameplay or there are still loopholes in the operation, but the player is at the stage of enjoying the game and is willing to learn more about environmental protection through playing.
This research is carried out using participatory observation method.The subjects are in elementary school, middle school, and senior grade.After the research, it is found that some special terms in the questionnaire titles in this research, such as: raw food waste, some children do not understand this term mean, or too shy to ask questions, which will inevitably affect the inference of the research results.It is recommended that follow-up researchers provide notes after special terms when designing the questionnaire, Improves research accuracy.Finally, due to geographical and time constraints, the questionnaire survey in this study only focused on 12 middle-and high-grade boys and girls in Taitung County and did not discuss primary education in other counties and cities, so it was /doi.org/10.1051/e3sconf/20234520500808 452 /doi.org/10.1051/e3sconf/20234520500808 452 /doi.org/10.1051/e3sconf/20234520500808 452 too much.It can also do a good job in the most basic recycling and classification and can also remind colleagues of mistakes.

Table 1 .
Research model fit analysis

Table 2 .
Overall linear structural model analysis result

Table 1 .
Analysis table of four existing environmental protection games (source: GOOGLE PLAY, researchers' compilation)

Research methods and steps 3.1 Research Methods and Objects
3 senior boys and 3 girls each.Research Participatory observation and questionnaire survey, Observe the actual playing conditions of the testers.The main contents of the questionnaire are as follows:

Table 2 .
Data of subjects in this study (unit: person)