Antecedents and Consequences of an Eco-Friendly Export Marketing Strategy: The Moderating Role of Foreign Public Concern and Competitive Intensity

Despite growing concerns about environmental issues worldwide, research on the subject in the context of international marketing is virtually absent. The current study sheds light on the green aspects of exporting, using data collected from 216 exporting manufacturers. Drawing on the resource-based view and industrial organization theories, the authors show that certain organizational resources (i.e., financial, physical, and experiential) and capabilities (i.e., shared vision, cross-functional coordination, and technology sensing/response) are conducive to the deployment of an eco-friendly export marketing strategy (comprising product, price, distribution, and promotional elements). Such a strategy is more evident for exporters of industrial (vs. consumer) goods as well as for firms that sell to developed (vs. developing) countries. The results also suggest that the adoption of a green export marketing strategy has a positive effect on the firm's export performance. In addition, the authors find that the strength of the link between eco-friendly export marketing strategy and export performance is positively moderated by foreign market environmental public concern and competitive intensity.