Market Orientation and FIRMS' Environmental Innovation: The Moderating Role of Environmental Attitude
基于247家中国制造企业数据，研究发现客户导向和竞争者导向正向影响企业环境创新，而跨职能协调的影响不显著；环境态度正向调节客户导向和竞争者导向与环境创新的关系。
Abstract Drawing on market orientation theory, innovation theory and the theory of reasoned action, this paper integrates market orientation, environmental attitude and firms' environmental innovation into a model to establish a relationship among these three variables. By taking 247 manufacturing firms in China as the research sample and by analyzing the data using SPSS19.0, we found that customer and competitor orientation have a significant and positive impact on firms' environmental innovation, while the effect of inter‐functional coordination is not significant. Furthermore, environmental attitude plays a positive moderating role between customer orientation and firms' environmental innovation, as well as between competitor orientation and firms' environmental innovation. Finally, the results of the study are discussed, and the theoretical and practical significance of this study is clarified further. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment