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A comparison of proactive and reactive environmental strategies in green product innovation

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  • Ebru Genç
  • C. Anthony Di Benedetto

Abstract

Companies are exposed to different kinds of pressures to respond to environmental sustainability issues. It is critical to understand how firms integrate environmental issues into their corporate agendas and how these integration strategies affect corporate performance. This paper investigates factors that motivate firms to adopt environmental marketing strategies and their relative impact on green product innovation performance. A comprehensive conceptual framework is developed and tested that portrays the antecedents and consequences of environmental marketing strategy (EMS). The results show that developing environmental strategies that exceed regulations (proactive strategies) leads to better new product performance than those that only adhere to regulations (reactive strategies). In addition, we find that commitment from top management becomes critical only for proactive strategies, not for reactive strategies. Finally, with regard to the consequences, we show that environmental marketing strategies lead to new product advantage and, ultimately, improved sustainable new product performance.

Suggested Citation

  • Ebru Genç & C. Anthony Di Benedetto, 2019. "A comparison of proactive and reactive environmental strategies in green product innovation," International Journal of Innovation and Sustainable Development, Inderscience Enterprises Ltd, vol. 13(3/4), pages 431-451.
    • Handle: RePEc:ids:ijisde:v:13:y:2019:i:3/4:p:431-451
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    Citations

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    Cited by:

    1. Ricky Y. K. Chan & Jennifer W. M. Lai & Namwoon Kim, 2022. "Strategic motives and performance implications of proactive versus reactive environmental strategies in corporate sustainable development," Business Strategy and the Environment, Wiley Blackwell, vol. 31(5), pages 2127-2142, July.
    2. Xiaocui Li & Nengmin Wang & Bin Jiang & Tao Jia, 2023. "Institutional pressures and proactive environmental strategy: The mediating effect of top managerial environment attitude and the moderating effect of new media pressure," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 6106-6123, December.
    3. Luu Trong Tuan, 2023. "Fostering green product innovation through green entrepreneurial orientation: The roles of employee green creativity, green role identity, and organizational transactive memory system," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 639-653, January.
    4. Rizwan Raheem Ahmed & Grigorios L. Kyriakopoulos & Dalia Streimikiene & Justas Streimikis, 2021. "Drivers of Proactive Environmental Strategies: Evidence from the Pharmaceutical Industry of Asian Economies," Sustainability, MDPI, vol. 13(16), pages 1-28, August.

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