Stakeholder Green Pressure and Enviropreneurial Marketing: Insights From Japanese SMEs
研究了日本317家中小企业中，内外部利益相关者的绿色压力如何通过环境导向和承诺影响企业绩效，发现环境导向有负向影响而环境承诺有正向影响。
ABSTRACT Despite the recent growth in research on analysing the influence of stakeholders' green pressure on firm performance, our understanding of the subject seems limited, especially regarding the positive and negative influence of many internal and external stakeholders and the mediating roles of environmental orientation and commitment. Analysing primary data from 317 Japanese SMEs, we found that environmental orientation has negative while environmental commitment positively influences firm performance. Besides, the findings also show that green pressure from regulators, competitors, non‐governmental organisations (NGOs) and employees significantly influences the market and financial performance, followed by a discussion of relevant theoretical and practical implications.