TY  - JOUR
AB  - 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.
VL  - 38
IS  - 2
SN  - 2040-8269
DO  - 10.1108/MRR-10-2013-0240
UR  - https://doi.org/10.1108/MRR-10-2013-0240
AU  - Wilburn Green Kenneth
AU  - Toms Lisa C.
AU  - Clark James
PY  - 2015
Y1  - 2015/01/01
TI  - Impact of market orientation on environmental sustainability strategy
T2  - Management Research Review
PB  - Emerald Group Publishing Limited
SP  - 217
EP  - 238
Y2  - 2024/04/26
ER  -