기업의 규제자지향성과 고객지향성이 경영 성과에 미치는 영향: 친환경 제품혁신역량의 매개효과를 중심으로

An increasing interest in sustainable management both in academia and practices prompted research on green management. Particularly, researchers have focused on studying potential, external drivers of green management adoption, producing inconsistent empirical results about the effects of external drivers. Such inconsistent findings triggered the current study. As a starting point of the discussion, this study follows existing literature that suggests that there exist outside forces(e.g. environmental stakeholders) that drive firm to implement green management practices. Then, this study argues that those external drivers per se cannot guarantee successful green management. Instead it is firm’s strategic orientation toward green management that encourages the entire to obtain, disseminate, and analyze information from environmental stakeholders to proactively respond to that information. In particular, this study posits that firm’s regulator orientation and customer orientation are two major internal drivers of implementing green management. In addition, this study proposes that green product innovation capability reflects firm’s sustainable green management. Subsequently, this study tests causal relationships among green product innovation capability, regulator orientation and customer orientation, and financial and environmental performance. The hypothesis test shows: (1) firm’s regulator orientation leads to the development of green product innovation capability that, in turn, improves firm’s financial and environmental performance, and (2) firm’s green product innovation capability mediates the relationships between regulator orientation and financial performance(full mediation), and between regulator orientation and environmental performance(partial mediation).