Eco-Orientation: An Extension of Market Orientation in an Environmental Context

Abstract

Jaworski and Kohli’s (1993) framework and research outlining antecedents and consequences of an organization’s market orientation found that market oriented firms are more profitable. In this research we investigate similar antecedents to a firm’s orientation toward environmental issues and threats (i.e., its eco-orientation) and the firm’s subsequent business performance. Importantly, the findings suggest that firms responsive to eco-oriented issues perform better in the market place. Results provide important implications for corporate culture, public policy, and organizational theory.