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- Publisher
- Emerald Publishing
- Copyright
- © Emerald Publishing Limited
- ISSN
- 2059-6014
- eISSN
- 2059-6014
- DOI
- 10.1108/ribs-05-2022-0056
- Publisher site
- See Article on Publisher Site
Abstract
This study aims to investigate the relationship between market-oriented environmental sustainability (MES) and green export-related resources and capabilities, analyzes the impact of these resources and capabilities on the eco-friendly export marketing strategy and assess the influence of such strategy on export performance.Design/methodology/approachThis study uses survey data from 241 manufacturing export firms analyzed through partial least squares structural equation modeling.FindingsThe results show a positive influence of MES on green export-related resources and capabilities. Further, while green export-related capabilities directly affect eco-friendly export marketing strategy, resources only influence it indirectly through capabilities. The results also show that the adoption of an eco-friendly export marketing strategy contributes to firm’s export performance.Originality/valueThis study makes an important contribution to sustainability and exporting literature by evaluating the behavior of firms in terms of MES and eco-friendly export marketing strategy.
Journal
Review of International Business and Strategy – Emerald Publishing
Published: May 24, 2023
Keywords: Sustainable behavior of the firm; Environmental marketing; Export performance; Strategic corporate sustainability; Green export-related resources; Green export-related capabilities