Impact of market orientation on environmental sustainability strategy
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
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited