Drivers and outcomes of sustainable export marketing strategies in international environments
Review of International Business and Strategy
ISSN: 2059-6014
Article publication date: 12 January 2023
Issue publication date: 24 May 2023
Abstract
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 eco-friendly 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.
Keywords
Acknowledgements
This work was supported by the FCT-Fundação para a Ciencia e Tecnologia [Grant number UIDB/04521/2020], and ADVANCE/CSG. Author 3 gratefully acknowledges the financial support of the FCT-Fundação para a Ciencia e Tecnologia [Grant number UIDB/04521/2020], and ADVANCE/CSG. Author 3 gratefully acknowledges the financial support of the FCT and Centro2020 through the Project references: UIDB/04044/2020; UIDP/04044/2020; Associate Laboratory ARISE LA/P/0112/2020; PAMI – ROTEIRO/0328/2013 (No 022158).
Citation
Silva, G.M., Dias, Á.L., Lisboa, A.C. and Silva, F.P. (2023), "Drivers and outcomes of sustainable export marketing strategies in international environments", Review of International Business and Strategy, Vol. 33 No. 4, pp. 627-648. https://doi.org/10.1108/RIBS-05-2022-0056
Publisher
:Emerald Publishing Limited
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