| Summary: | 碩士 === 國立中興大學 === 企業管理學系所 === 104 === In recent decades, firms create environmental problems during their production, environmentalists began to exert pressure on business to minimize the environmental pollution in the production of goods and services that have required managers to improve their firms’ environmental performance.
Based on Hart (1995) nature resource based view, dentifying and preventing environmental risks also allows firms to find new ways to cut operational costs, reduce consumption, re-use products and materials, or differentiate their image from that of their competitors. However, while there have been major advances in this area, little is yet known about why and how some firms are better than others at utilizing their capabilities in competitive markets to achieve superior performance.
Drawing upon the nature resource-based view and capability theory of the firm, a model is developed that integrates green market orientation, green marketing capability, green innovativeness, and green innovation performance.More specifically, this study addresses two research questions: (1) to what extent can green market orientation be transformed into green innovation performance outcomes through green marketing capabilities and green innovativeness; and (2) does the green marketing capability and green innovativeness enhance green innovation performance outcomes? In contrast to many existing studies, this study is the first to model the roles of both green marketing capabilities and green innovativeness in mediating the relationship between green market orientation and green innovation performance.
The validity of the model is tested based on a sample of 136 green factories certificated by bureau of energy and industrial development bureau, ministry of economic affairs and green energy industrial supply chain firms with Taiwan green classics awards. In answer to the research question, the findings show that green market orientation significantly contributes to green marketing capabilities and green innovativeness. Also, the results indicate that green market orientation works through the green marketing capabilities and green innovativenesss to influence green innovation performance. Finally, we provides the theoretical, managerial implications and suggestions for further research.
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