Impact of Market Orientation on Environmental Sustainability Strategy

Document Type

Article

Publication Date

2015

Department

School of Business

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.

First Page

217

Last Page

238

Volume

38

Issue

2

ISSN

20408269‎, 20408277‎

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