Linking Market Orientation and Environmental Performance: The Influence of Environmental Strategy, Employee’s Environmental Involvement, and Environmental Product Quality

Yang Chen (), Guiyao Tang (), Jiafei Jin (), Ji Li () and Pascal Paillé ()

Journal of Business Ethics, 2015, vol. 127, issue 2, 479-500

Abstract: As it has become more and more urgent to solve the problems of environmental protection, we consider it necessary to conduct multilevel studies to examine the impact of business strategy on both employees’ and firms’ performances in environmental protection. Synthesizing the perspectives of strategic orientation, corporate strategy, and firm performance, we propose a comprehensive theoretical model linking market orientation and environmental performance. Based on a survey of 134 matched chief executive officers, senior marketing managers and frontline workers from Chinese firms, we found that market orientation positively affects environmental strategy which, in turn, influences both environmental product quality and employees’ environmental involvement. These latter two variables consequently have a positive influence on environmental performance. At the same time, environmental commitment moderates the link between market orientation and environmental strategy. Copyright Springer Science+Business Media Dordrecht 2015

Keywords: Market orientation; Resource-based view; Environmental performance; China (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (74)

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DOI: 10.1007/s10551-014-2059-1

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