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Lookup NU author(s): Professor Ying YangORCiD
This is the authors' accepted manuscript of an article that has been published in its final definitive form by John Wiley & Sons Ltd, 2023.
For re-use rights please refer to the publisher's terms and conditions.
Meeting customers’ green requirements for manufacturing firms has been a continuing debate but with mixed results. Based on the innovation diffusion theory, this study argues that process innovation can be an important conduit to absorb customers’ green pressures to enhance sustainable measures. The empirical results from 680 manufacturers in ten different countries, confirmed the relationship between the customer green pressures and sustainability performance. Initially, manufacturers might find themselves less motivated in investing environmental initiatives due to limited business performance improvements, however, process innovation can fully absorb external pressures and enhance business measures such as growth and market share. Furthermore, as firms engage more in exports, environmental customer pressures intensify and in turn influence process innovation. Export developments led to proactive approach in handling customer green pressures and leading to better sustainable measures, mainly in environmental measures, but not financial performance. The findings highlight the importance of process innovation in sustainability development and offer managerial guidelines for export-oriented industries in aligning customer environmental demands to accommodate resources for development of sustainable strategies.
Author(s): Nguyen H, Onofrei G, Yang Y, Hiep P C, Wiengarten F, Nkhoma M
Publication type: Article
Publication status: Published
Journal: Business Strategy and the Environment
Year: 2023
Volume: 32
Issue: 4
Pages: 2312-2326
Print publication date: 18/05/2023
Online publication date: 02/09/2022
Acceptance date: 18/08/2022
Date deposited: 18/08/2022
ISSN (print): 0964-4733
ISSN (electronic): 1099-0836
Publisher: John Wiley & Sons Ltd
URL: https://doi.org/10.1002/bse.3250
DOI: 10.1002/bse.3250
ePrints DOI: 10.57711/czrh-3097
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