How environmental orientation influences firm performance: The missing link of green supply chain integration

Although the importance of environmental orientation has been recognized, how it affects firm performance remains unclear. Drawing on resource dependence theory, we explore how environmental orientation affects firm performance via green supply chain integration and the moderating effect of technology turbulence. We test hypotheses using hierarchical regression analysis by collecting data from 264 Chinese firms. The results reveal that both external environmental orientation and internal environmental orientation are positively related to green supply chain integration. Furthermore, green supply chain integration partially mediates the relationships between external environmental orientation and two types of firm performance and fully mediates the relationships between internal environmental orientation and two types of firm performance. The results also indicate that technology turbulence negatively moderates the relationship between internal environmental orientation and green supply chain integration and positively moderates that between external environmental orientation and green supply chain integration. This article contributes to green supply chain integration theory and practices by providing novel insights into how environmental orientation influences firm performance.