Market Orientation and FIRMS' Environmental Innovation: The Moderating Role of Environmental Attitude

Abstract

Drawing on market orientation theory, innovation theory and the theory of reasoned action, this paper integrates market orientation, environmental attitude and firms' environmental innovation into a model to establish a relationship among these three variables. By taking 247 manufacturing firms in China as the research sample and by analyzing the data using SPSS19.0, we found that customer and competitor orientation have a significant and positive impact on firms' environmental innovation, while the effect of inter-functional coordination is not significant. Furthermore, environmental attitude plays a positive moderating role between customer orientation and firms' environmental innovation, as well as between competitor orientation and firms' environmental innovation. Finally, the results of the study are discussed, and the theoretical and practical significance of this study is clarified further.

Promoting towel reuse behaviour in guests: A water conservation management and environmental policy in the hotel industry

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“…Although studies in the extant literature do not always offer consistent results regarding the influence of attitude, findings in the studies in general revealed that attitude towards behaviour played an essential role in generating pro‐environmental intention, and had significant interrelationships with other variables triggering such intention (Han, ; Liao, ; Matthies et al, ; Perugini & Bagozzi, ). In the conventional tourism sector, Han () showed that the degree to which travellers feel a personal moral obligation to take an eco‐friendly action, which is a significant function of attitude towards the eco‐friendly behaviour, is directly and positively connected to their intention to select a pro‐environmental tourism product.…”

Is environmental innovation conducive to corporate financing? The moderating role of advertising expenditures

“…This study selected the size and age of a firm as control variables. The number of employees was used to measure the size of the firm, and the number of years since the establishment of the firm was used to measure the age of the firm (Deloof, Lagaert, & Verschueren, ; Dibrell, Craig, & Hansen, ; Liao, ). Logarithmic processing was performed on both variables.…”

What does targeting ecological sustainability mean for company financial performance?

“…When companies conform to prevailing norms, they can benefit from easier access to resources. Companies can also manipulate the expectations of their environment (Liao, ; Ruef & Scott, ) in their favor through social influence (Lorenz, Rauhut, Schweitzer, & Helbing, ) or economic influence. Such influence could be more effective when companies have an embedded rather than an arms‐length relationship with stakeholders (Jones, Harrison, & Fleps, ).…”