“…Proactive attitude and strong commitment on pollution reduction and environmental protection stimulate information flows and knowledge sharing between firms and various business players and help firms establish strong reputation and image thereby enhancing competitive advantages (Ateş, Bloemhof, van Raaij, & Wynstra, 2012;Darnall et al, 2010). Extant literature has primarily explored the impact of proactive environmental strategy on various firm performance such as market, financial, and environmental outcomes (Alt, Díez-de-Castro, & Lloréns-Montes, 2015;Liu, Guo, & Chi, 2015;Menguc, Auh, & Ozanne, 2010;Quan, Wu, Li, & Ying, 2018;Walker, Ni, & Huo, 2014) as well as different levels of moderators of such relationship (Aragón-Correa & Sharma, 2003;Christmann, 2000;Dixon-Fowler, Slater, Johnson, Ellstrand, & Romi, 2013).…”