This study develops two researches to examine the influence of green concept on performance. The research I focuses on firm level. The research II focuses on consumer level. In the research I, the results show that (1) green learning-orientation is positively associated with proactive green innovation capability, (2) green learning-orientation is positively associated with firm performance, and (3) proactive green innovation capability is positively associated with firm performance. Thus, companies that are pioneers in green learning have the ability to enhance their innovation capability in terms of processes, products, and services and increase their performance. Additionally, proactive green innovation capability is also an important source of performance. In the research II, the results show that (1) green product quality is positively associated with green customer satisfaction and green customer loyalty; (2) green corporate image is positively associated with green customer satisfaction and green customer loyalty; and (3) green customer satisfaction is positively associated with green customer loyalty. The results indicate that green product quality can bring about green customer satisfaction and green customer loyalty. Additionally, green corporate image can contribute to green customer satisfaction and green customer loyalty.