Abstract: Enterprises with Green entrepreneurship may often receive customer green complains (CGC). Through exploring the mechanism of transforming customer green complains into exploratory green product innovation (EGPI), this paper attempts to establish a conceptual model for transforming CGC into EGPI by using the exploratory learning as mediating variable and the transformational leadership as regulating variable. Then it conducts an empirical study with 225 domestic firms as samples. The results indicate that exploratory learning plays a role of full intermediary agent between CGC and EGPI. One of the most valuable findings of this study is that transformational leadership is playing a positive moderating role among them.

Key words: green entrepreneurial orientation; customers green complains; exploratory learning; transformational leadership