Impact of market orientation on environmental sustainability strategy

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.