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
Recommended Citation
Green, K., Toms, L. C., & Clark, J. (2015). Impact of Market Orientation on Environmental Sustainability Strategy. Management Research Review, 38 (2), 217-238.
