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Impact of market orientation on environmental sustainability strategy

Kenneth Wilburn Green (Department of Management, Marketing and Management Information Systems, Southern Arkansas University, Magnolia, Arkansas, USA)
Lisa C. Toms (College of Business, Southern Arkansas University, Magnolia, Arkansas, USA)
James Clark (Department of Management, Marketing and Management Information Systems, Southern Arkansas University, Magnolia, Arkansas, USA)

Management Research Review

ISSN: 2040-8269

Article publication date: 16 February 2015

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.

Keywords

Citation

Wilburn Green, K., Toms, L.C. and Clark, J. (2015), "Impact of market orientation on environmental sustainability strategy", Management Research Review, Vol. 38 No. 2, pp. 217-238. https://doi.org/10.1108/MRR-10-2013-0240

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited