The Effect Of Market Orientation And Green Supply Chain Integration On Firm Performance

With the increasingly serious environmental problem,it is also growing that customers demand for a good environment.Green consumption has gradually become a market trend.It is difficult for enterprises to obtain sustainable and competitive advantages relying only on low cost and high quality.Facing the increasingly strict environmental regulations and increasingly high environmental awareness of consumers,green production has gradually become the core advantage of enterprises.In the complex competition environment,enterprises need to develop a set of market-oriented and customer-centered strategy for growing and develop environmental products and services according to the demand of customer and enhance their value.On the other hand,in order to seek more means such as green supply chain integration to collaborate with partners to improve enterprise performance,enterprises need to pay attention to the intensity of market competition and adjust the organization strategy in time according to the external environment change.Based on literature review,this research divides market orientation into three dimensions,(i.e.,customer orientation,competitor orientation and inter-functional coordination)and examines the associations between various dimensions of market orientation and firm performance(i.e.,environmental performance and fina ncial performance),as well as the mediating effect of green supply chain integration and the moderating effect of competitive intensity.Based on the resource dependence theory and stakeholder theory,this paper analyzes the influence of market orientation and green supply chain integration on enterprise performance with the influence of external environment such as market competition intensity.In order to extend the research of market orientation and green supply chain integration,this study constructs a concept model of the relationship among the market orientation,green supply chain integration,enterprise performance and market competition intensity,and puts forward the relevant hypotheses.Then this paper proposes and analyzes the mechanism of the action and boundary conditions of the relationship among market orientation,green supply chain integration and firm performance.To test our hypotheses,we collected data from the manufacturing firms in China which are from Guangdong,Jiangsu,Shandong,Shaanxi and Henan province.Using survey data from 264 Chinese manufacturers,we tested the potential influence of CMV statistically with Harman's one-factor test.Using the analysis of variance test,we assess non-response bias.We also test the reliability and validity of the data.Finally,we test the research hypotheses by multiple linear regression and bootstrapping methods.Our findings show that three dimensions of market orientation all have significantly positive effects on green supply chain integration,which subsequently positively related to environmental performance and financial performance.Green supply chain integration plays partial mediating effect on the relationship between market orientation and firm performance.In addition,competitive intensity strengthens the relationship between customer orientation and green supply chain integration and the relationship between green supply chain integration and financial performance.These findings provide theoretical and practical implications for understanding the relationship between different dimensions of market orientation and different kinds of firm performance.The implementation of market-oriented can enhance enterprise performance.Through green supply chain integration,enterprises can really transform the potential effect of market orientation into firm performance.With the influence of competitive intensity to the process,enterprises should adjust their strategy in time according to the external environment.Only in this way,the positive impact of market orientation and green supply chain integration on enterprise performance is maximized.