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Impact of market orientation on environmental sustainability strategy

Impact of market orientation on environmental sustainability strategy PurposeThis study aims to assess the impact of an established market orientation on the implementation of green supply chain practices and environmental performance.Design/methodology/approachData collected from 225 manufacturing managers are analyzed using a partial least squares structural equation modeling methodology.FindingsFindings indicate that market orientation both directly and indirectly (through green supply chain management practices) impacts environmental performance.Research limitations/implicationsThe study focuses on the impact of a market orientation on environmental sustainability within the manufacturing sector, thereby limiting generalization to other sectors.Practical implicationsManufacturing 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 implicationsThe 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/valueThis is believed to be the first empirical investigation of the relationship between market orientation and environmental sustainability. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Research Review Emerald Publishing

Impact of market orientation on environmental sustainability strategy

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References (77)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2040-8269
DOI
10.1108/MRR-10-2013-0240
Publisher site
See Article on Publisher Site

Abstract

PurposeThis study aims to assess the impact of an established market orientation on the implementation of green supply chain practices and environmental performance.Design/methodology/approachData collected from 225 manufacturing managers are analyzed using a partial least squares structural equation modeling methodology.FindingsFindings indicate that market orientation both directly and indirectly (through green supply chain management practices) impacts environmental performance.Research limitations/implicationsThe study focuses on the impact of a market orientation on environmental sustainability within the manufacturing sector, thereby limiting generalization to other sectors.Practical implicationsManufacturing 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 implicationsThe 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/valueThis is believed to be the first empirical investigation of the relationship between market orientation and environmental sustainability.

Journal

Management Research ReviewEmerald Publishing

Published: Feb 16, 2015

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