Journal
BRITISH FOOD JOURNAL
Volume 125, Issue 3, Pages 1008-1025Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/BFJ-11-2021-1205
Keywords
Ecological strategy; Agriculture; Competitive advantage; Financial performance; Export; Emerging country
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This study investigates the institutional determinants of ecological strategies adopted by agricultural exporting firms and how these strategies enhance the firms' competitive advantage and financial performance. The results reveal that market pressure, regulatory pressure, and competitive pressure motivate the adoption of ecological strategies among surveyed agricultural exporting firms. Furthermore, the study finds that these strategies help the firms obtain competitive advantage and improve their export financial performance. Additionally, larger firms are more likely to adopt ecological strategies compared to smaller firms.
Purpose The rising food demand around the globe goes hand in hand with the rapid development of the agriculture industry. However, this development at the same time has detrimental effects on the natural environment. Hence, promoting ecological strategies in agriculture is essential for environmental sustainability. This study aims to investigate the institutional determinants of ecological strategies adopted by agricultural exporting firms and how these strategies enhance the firms' competitive advantage and financial performance. Design/methodology/approach A survey was conducted to collect data from 218 managers of agricultural exporting companies in Vietnam, which is a major exporter of agricultural products. The data were analyzed using different techniques including partial least squares structural equation modeling (PLS-SEM). Findings The results reveal that market pressure, regulatory pressure and competitive pressure motivate the adoption of ecological strategies among the surveyed agricultural exporting firms. Furthermore, such strategies help these firms obtain competitive advantage, which in turn increases their export financial performance. In addition, larger firms, compared to smaller firms, are more likely to adopt ecological strategies. Originality/value This study contributes to the literature by developing and validating a unique model examining the institutional pressures of ecological strategies and their outcomes in export markets. The study extends current knowledge about ecological exporting strategies for agricultural products, and its findings have several managerial and policy implications for promoting these strategies among agricultural exporting firms in emerging countries like Vietnam.
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