Publicação
Drivers and outcomes of sustainable export marketing strategies in international environments
| Resumo: | Purpose – This study aims to investigate the relationship between market-oriented environmental sustainability (MES) and green export-related resources and capabilities, analyzes the impact of these resources and capabilities on the eco-friendly export marketing strategy and assess the influence of such strategy on export performance. Design/methodology/approach – This study uses survey data from 241 manufacturing export firms analyzed through partial least squares structural equation modeling. Findings – The results show a positive influence of MES on green export-related resources and capabilities. Further, while green export-related capabilities directly affect eco-friendly export marketing strategy, resources only influence it indirectly through capabilities. The results also show that the adoption of an ecofriendly export marketing strategy contributes to firm’s export performance. Originality/value – This study makes an important contribution to sustainability and exporting literature by evaluating the behavior of firms in terms of MES and eco-friendly export marketing strategy. |
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| Autores principais: | Silva, Graça Miranda |
| Outros Autores: | Dias, Álvaro Lopes; Lisboa, Ana Cadima; Silva, Filipa Pereira |
| Assunto: | Sustainable behavior of the firm Environmental marketing Export performance Strategic corporate sustainability Green export-related resources Green export-related capabilities |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Instituto Politécnico de Leiria |
| Idioma: | inglês |
| Origem: | IC-online |
| Resumo: | Purpose – This study aims to investigate the relationship between market-oriented environmental sustainability (MES) and green export-related resources and capabilities, analyzes the impact of these resources and capabilities on the eco-friendly export marketing strategy and assess the influence of such strategy on export performance. Design/methodology/approach – This study uses survey data from 241 manufacturing export firms analyzed through partial least squares structural equation modeling. Findings – The results show a positive influence of MES on green export-related resources and capabilities. Further, while green export-related capabilities directly affect eco-friendly export marketing strategy, resources only influence it indirectly through capabilities. The results also show that the adoption of an ecofriendly export marketing strategy contributes to firm’s export performance. Originality/value – This study makes an important contribution to sustainability and exporting literature by evaluating the behavior of firms in terms of MES and eco-friendly export marketing strategy. |
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