Investigating the Effect of Market Orientation on Environmental Performance with the Mediating Role of Green Supply Chain Management Strategies. Case study: Khales Sazan Rooy Company
Abstract
In the present era, marketing based on some environmental and social considerations is raised as one of the most important activity of good and service production companies, and green marketing is one of the marketing areas that in environmental issues, many topics have been allocated to it. The purpose of this study is to develop a structural model for investigating the relationship between market orientation and environmental performance and green supply chain management strategies. The research method is a descriptive of type of survey and target population is employees and managers of Khalessazan Rooy Company in Zanjan. A questionnaire was used to collect data and was distributed among 215 employees and managers of the different levels of the company through random stratified sampling. In this research, the modeling of structural equations and partial least squares (PLS) were used to test the hypotheses and fit the model. The results showed that market orientation was effective on the supply chain management strategies. But its impact on environmental performance was rejected. On the other hand, the indirect effect of market orientation has been confirmed through the intermediate variable of supply chain management strategies. Finally, it was revealed that supply chain management approaches have a positive and significant effect on environmental performance.
References
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[2] Barney, J. 2012. Purchasing, supply chain management, and sustained competitive advantage: the relevance of resource-based theory, Journal of Supply Chain Management, 48(2): 3-6.
[3] Carr, J.C. and Lopez, T.B. 2007. Examining market orientation as both culture and conduct: modeling the relationships between market orientation and employee response, Journal of Marketing Theory and Practice, 15(2): 113-125.
[4] Carvalho, H., Duarte, S. and Machado, V.C. 2011. Lean, agile, resilient and green: divergencies and synergies, International Journal of Lean Six Sigma, 2(2): 151-179.
[5] Crittenden, V.L., Crittenden, W.F., Ferrell, L.K., Ferrell, O.C. and Pinney, C.C. 2011. Market-oriented sustainability: a conceptual framework and propositions, Journal of the Academy of Marketing Science, 39(1): 71-85.
[6] Dawes, J. 2000. Market orientation and company profitability: further evidence incorporating longitudinal data, Australian Journal of Management, 25(2): 173-200.
[7] Doaei, H., and Bakhtiari, A. 2007. The influence of market orientation on business performance car maker companies Mashhad, Journal of Commerce, 11 (42): 82-53.
[8] Doonan, J., Lanoie, P., and Laplante, B. 2005. Analysis determinants of environmental performance in the Canadian pulp and paper industry: an assessment from inside the industry, Ecological Economics, 55(1): 73-84.
[9] Elkinton, J. 1998. Cannibals with Forks: The Triple Bottom Line of 21st Century Business, New Society Publishers, Stoney Creek, CT.
[10] Garossi M., Nima and Zamani, M. 2015. Explaining the Effect of Market Orientation and Management Innovation on Firm Performance, Emphasizing on the Mediating Role of Technological Innovation, Journal of Management and Business Management, 7 (2): 484-463.
[11] Gleim, M. R., Smith, J. S., Andrews, D., and Cronin, J. J. 2013. Against the green: a multi-method examination of the barriers to green consumption. Journal of Retailing, 89(1): 44-61.
[12] Golicic, S.L. and Smith, C.D. 2013. A meta-analysis of environmentally sustainable supply chain management practices and firm performance, Journal of Supply Chain Management, 49(2).
[13] Gray, B.J. and Hooley, G.J. 2002. Market orientation and service firm performance: a research agenda, European Journal of Marketing, 36(9/10): 980-988.
[14] Green, K. W., Toms, L. C., and Clark, J. 2015. Impact of market orientation on environmental sustainability strategy. Management Research Review, 38(2): 217-238.
[15] Green, K.W., Zelbst, P.J., Bhadauria, V. and Meacham, J. 2012a. Do environmental collaboration and monitoring enhance organizational performance?, Industrial Management and Data Systems, 112(2): 186-205.
[16] Green, K.W., Zelbst, P.J., Meacham, J. and Bhadauria, V. 2012b. Green supply chain management practices: impact on performance, Supply Chain Management: An International Journal, 17(3): 290-305.
[17] Han, H., Hsu, L.T. and Lee, J.S. 2009. Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process, International Journal of Hospitality Management, 28(4): 519-528.
[18] Jaworski, B., Kohli, A.K. and Sahay, A. 2000. Market-driven versus driving markets, Journal of the Academy of Marketing Science, 28(1): 45-54.
[19] Kalantari, K. 2003. Processing and Data Analysis in Social and Economic Research, Tehran, Iran.
[20] Kohli, A.K. and Jaworski, B.J. 1990. Market orientation: the construct, research propositions, and managerial implications, Journal of Marketing, 54(2): 1-18.
[21] Kuosmanen, T. and Kuosmanen, N. 2009. How not to measure sustainable value (and how one might), Ecological Economics, 69(2): 235-243.
[22] Lafferty, B.A. and Hult, G.T.M. 2001. A synthesis of contemporary market orientation perspectives, European Journal of Marketing, 35(1/2): 92-109.
[23] Lee, C.K. and Pennings, J.M. 2004. Internal capabilities, external networks, and performance: a study on technology-based ventures, Strategic Management Journal, 22(6/7): 203-223.
[24] Min, S., Mentzer, J.T. and Ladd, R.T. 2007. A market orientation in supply chain management, Journal Empirical Research, 35(4): 507-522.
[25] Mitchell, R.W., Wooliscroft, B. and Higham, J. 2010. Sustainable market orientation: a new approach to managing marketing strategy, Journal of Macromarketing, 20(2): 160-170.
[26] Narver, J. C., and Slater, S. F. 1990. The effect of a market orientation on business profitability. The Journal of marketing, 54(4): 20-35.
[27] Narver, J. C., Slater, S. F., and MacLachlan, D. L. 2004. Responsive and proactive market orientation and new‐product success. Journal of product innovation management, 21(5): 334-347.
[28] Noble, C.H., Sinha, R.K. and Kumar, A. 2002. Market orientation and alternative strategic orientations: a longitudinal assessment of performance implications, Journal of Marketing, 66(4): 25-39.
[29] Polonsky, M. J. 2011. Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12): 1311-1319.
[30] Rehman, M.A.A. and Shrivastava, R.L. 2011. An innovative approach to evaluate green supply chain management (gscm) drivers by using interpretive structural modeling (ism), International Journal of Innovation and Technology Management, 8(2): 315-336.
[31] Sarmad, Z. and Bazargan, A. 2005. Research Methods in Behavioral Sciences, Tehran, Shaheed Beheshti University Press.
[32] Shiva, A. and Aghazadeh, Hashem Heidari, A. 2016. Market orientation and innovation strategies, approach to business dynamics, Journal of Business Management, 8 (1): 680-659.
[33] Slater, S.F. and Narver, J.C. 1995. Market orientation and the learning organization, Journal of Marketing, 59(3): 63-74.
[34] Tondkar, S. H. 2008. Green Marketing: The Future Marketing, Third International Marketing Management Conference.
[35] Tsiotsou, R. 2010. Delineating the role of market orientation on service performance: a component-wise approach, The Service Industries Journal, 30(3): 357-403.
[36] Urban, B. and Govender, D.P. 2012. Empirical evidence on environmental management practices, Engineering Economics, 23(2): 209-215.
[37] Wong, C. 2013. Leveraging environmental information integration to enable environmental management capabilities and performance, Journal of Supply Chain Management, 49(2): 114-136.
[38] World Commission on Environment and Development 1987. Our Common Future, Oxford University Press, Oxford.
[39] Zelbst, P.J., Green, K.W. Jr., Sower, V.E. and Abshire, R.D. 2010. Relationships among marketing orientation, JIT, TQM, and agility, Industrial Management and Data Systems, 110(5): 637-658.
[40] Zhou, Z. and Nakata, C. 2007. Reexamining the link between customer orientation and business performance: the role of information systems, Journal of Marketing Theory and Practice, 15(3): 187-203.
[41] Zhou, Z.K., Brown, J.R., Dev, C.S. and Agarwal, S. 2007. The effect of customer and competitor orientations on performance in global markets: a contingency analysis, Journal of International Business Studies, 38(2): 303-319.
[42] Zhu, Q. and Sarkis, J. 2004. Relationships between operational practices and performance among early adopters of green supply chain management practices in Chinese manufacturing enterprises, Journal of Operations Management, 22(3): 265-289.
Published
2018-09-11
How to Cite
AZIMI, Hossein; AMIRI, Vahid.
Investigating the Effect of Market Orientation on Environmental Performance with the Mediating Role of Green Supply Chain Management Strategies. Case study: Khales Sazan Rooy Company.
Journal of Environmental Management and Tourism, [S.l.], v. 9, n. 3, p. 581-590, sep. 2018.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/2265>. Date accessed: 22 dec. 2024.
doi: https://doi.org/10.14505//jemt.9.3(27).18.
Section
Article
Copyright© 2024 The Author(s). Published by ASERS Publishing 2024. This is an open access article distributed under the terms of CC-BY 4.0 license.