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.