Resources and green strategic intent: towards improving the competitiveness of Tunisian industrial companies

Abstract

Nowadays, particular attention is given to the environmental issues related to companies’ activities. Thus, a significant concern is granted to the environmental issues worldwide, including the business world. Drawing on the resource-based view and the strategic intent approach, this study examines the relationship between socio-organizational manoeuvres undertaken by companies to protect the environment, green strategic intent, and environmental competitiveness. It also explores the moderating effect of environmental culture on the relationship between green strategic intent and environmental competitiveness. This study was conducted among 62 Tunisian industrial companies. Structural equation modelling using SmartPLS 2.0 was used to investigate the relationships between the study variables. The results show the positive effect of awareness of environmental issues, practical and technical responses to the effects of pollution and revelation for green marketing on the companies’ green strategic intent. The findings indicate that green strategic intent partially mediates the relationships between revelation for green marketing and environmental competitiveness. This study suggests that a decision-maker exploits environmental commitments in the exploration and exploitation of new keys to success, innovation, and improving the competitiveness of their enterprises. The results contribute to the environmental management literature by highlighting the socio-organizational manoeuvres undertaken by companies to protect the environment to act with a green strategic intent. Moreover, they emphasise the importance of the resources of the company to develop environmental strategic orientations and gain a competitive advantage.