We propose a novel notion, ‘green product development performance’, and define it as ‘‘the development performance of products that have less of an impact on the environment, are less detrimental to human health, are formed or part-formed from recycled components, are manufactured in a more energy-conservative way, or are supplied to the market with less packaging’’. According to the above discussion, we posit that green creativity would positively affect green product development performance and imply the following hypothesis: