ABSTRACT
The popularity of green innovation has dramatically increased in
the recent times because of the potential benefits attached with
it. Therefore, in order to make the technology more affordable,
green innovation is the key to enhancing the affordability factor.
On the other hand, in order to safeguard the environment, the
role of media is one of fundamental importance. In contrast,
energy consumption is often regarded as a key indicator of economic prosperity, mostly at the cost of the environment. Hence, the present study attempts to explore the asymmetric effect of the film and drama industry, energy efficiency, and economic growth on green innovation, with the help of the latest quantile autoregressive distributed lag (QARDL) method for the period 2000Q1 to 2019Q4. The results have reported a positive and significant association of the Film and Drama Industry, Energy
Efficiency, and economic growth on the quantiles of Green
Innovation. Based on the findings, it is recommended that there
is a dire need to develop content that promotes the green innovation, whereas, more investments are to be sought after, so as to enhance the level of energy efficiency.
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