The Mediating Effect of Environmental Proactivity on the Influence of Stakeholder Pressure and Environmental Strategy of
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The Mediating Effect of Environmental Proactivity on the Influence of Stakeholder Pressure and Environmental Strategy of Wineries in Spain Jesús del Brío González1 · Virginia Barba‑Sánchez2 Received: 14 May 2020 / Revised: 2 September 2020 / Accepted: 15 September 2020 © University of Tehran 2020
Abstract The role of environmental proactivity to explain the relationship between the stakeholder pressure and environmental strategy of wineries, both at process and product levels, is analyzed. We have applied a model of structural equations to a sample of 312 Spanish wineries. Consistent with prior research, the findings show a positive relationship betweenstakeholder pressure and the implementation of environmental strategies. It has been demonstrated both for operational environmental strategy (process level) and for environmental marketing strategy (product level) in an industry that had not been previously analyzed in the literature, that is, wineries. Since the influence of stakeholder pressure on the environmental strategy is greater through environmental proactivity, we found that environmental proactivity mediates the stakeholder pressure–environmental strategy relationship partially. This relevant novelty suggests that to enhance the integration of the environment into the business strategy, wineries’ managers should be informed and aware of the need to respond proactively rather than reactively to the stakeholder pressure. Article Highlights • Our findings provide empirical support for stakeholder theory in a particular sector in Spain. Stakeholders pres-
sure influences positively and significantly in the operational environmental strategy (regarding the process) and in the environmental marketing strategy (regarding the product) as well as environmental proactivity of the Spanish wineries. • Environmental proactivity mediates the relatihonship between stakeholder pressures and environmental strategy with respect to the process and product of wineries. • Size influences environmental proactivity and stakeholder pressure, but not environmental strategy of the wineries, neither at the operational level nor at the marketing level. Keywords Stakeholder pressure · Operational environmental strategy · Environmental marketing strategy · Proactivity · Structural equation modeling (SEM)
Introduction * Jesús del Brío González [email protected] Virginia Barba‑Sánchez [email protected] 1
University of Oviedo, EPI GIJÓN, Campus de Gijón s/n, 33203 Gijón, Spain
University of Castilla-La Mancha, ESII Albacete, Paseo de los Estudiantes s/n, 02008 Albacete, Spain
2
Agri-food companies have much to contribute when implementing the measures of the 2030 Agenda, especially about the environment, which is linked to 3 of 17 Sustainable Development Goals (SDGs): SDG 6, on water management; SDG 9, oriented towards sustainable industrialization and innovation; and SDG 12, aimed at guaranteeing sustainable consumption and production patterns (Coros et al. 2019).
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