Impact of market orientation on environmental sustainability strategy

Kenneth Wilburn Green, Lisa C. Toms and James Clark

Management Research Review, 2015, vol. 38, issue 2, 217-238

Abstract: Purpose - This study aims to assess the impact of an established market orientation on the implementation of green supply chain practices and environmental performance. Design/methodology/approach - Data collected from 225 manufacturing managers are analyzed using a partial least squares structural equation modeling methodology. Findings - Findings indicate that market orientation both directly and indirectly (through green supply chain management practices) impacts environmental performance. Research limitations/implications - The study focuses on the impact of a market orientation on environmental sustainability within the manufacturing sector, thereby limiting generalization to other sectors. Practical implications - Manufacturing practitioners are provided with information emphasizing the importance of implementing and maintaining a strong market orientation as a precursor to establishing an environmental sustainability strategy. Social implications - The results have important societal implications, in that a marketing approach that leads to the more rapid adoption of environmental sustainability programs within the manufacturing sector is identified. Originality/value - This is believed to be the first empirical investigation of the relationship between market orientation and environmental sustainability.

Keywords: Market orientation; Environmental sustainability (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (18)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:mrrpps:v:38:y:2015:i:2:p:217-238

DOI: 10.1108/MRR-10-2013-0240

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