Corporate environmental marketing and environmental competitive advantage: investigating role of customer focus in India

Abstract

This study inquires the role played by environmental marketing
strategy adopted by Indian corporates that lays the path to achieve
environmental competitive advantage, along with customer and
supplier centricity. Based on samples drawn from Indian corporates,
SEM was performed on 223 managers’ responses. The validity was
established for all the constructs. The findings showed that
environmental orientation effects environmental performance and
environmental quality in a beneficial way for competitive advantage.
Further, supplier focus was positively related to environmental
orientation, while customer focus was negatively related to
environmental orientation. This study offers sizable insights into
corporate environmental marketing along with the importance of
supplier relationships and customer centric approach explaining
dominance in competition.