Market Orientation and FIRMS' Environmental Innovation: The Moderating Role of Environmental Attitude
Business Strategy and the Environment, 2018, vol. 27, issue 1, 117-127
Drawing on market orientation theory, innovation theory and the theory of reasoned action, this paper integrates market orientation, environmental attitude and firms' environmental innovation into a model to establish a relationship among these three variables. By taking 247 manufacturing firms in China as the research sample and by analyzing the data using SPSS19.0, we found that customer and competitor orientation have a significant and positive impact on firms' environmental innovation, while the effect of interâ€ functional coordination is not significant. Furthermore, environmental attitude plays a positive moderating role between customer orientation and firms' environmental innovation, as well as between competitor orientation and firms' environmental innovation. Finally, the results of the study are discussed, and the theoretical and practical significance of this study is clarified further. Copyright Â© 2017 John Wiley & Sons, Ltd and ERP Environment
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Persistent link: https://EconPapers.repec.org/RePEc:bla:bstrat:v:27:y:2018:i:1:p:117-127
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