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在全球环境恶化的背景下,注重环保和绿色采购是企业制胜未来的战略选择。但在企业实践中,绿色营销似乎并未达到预期目标,从而产生绿色营销战略和采购治理机制的匹配困惑问题。本研究从造船行业的绿色材料采购入手,实证研究绿色战略如何驱动并影响治理,以及管理层认知如何影响治理选择,从而在一定程度上建构了全新的绿色采购治理分析框架。研究结果发现,绿色营销战略中的绿色品牌声誉、环境文化导向分别对关系契约和定制契约具有直接驱动效应,进而对企业经济绩效产生显著正向影响。关系契约对于绿色品牌声誉和经济绩效,以及定制契约对于环境文化导向和经济绩效有着中介作用,而客户绿色认知在绿色品牌声誉和关系契约及环境文化导向和定制契约之间起调节作用。
In the context of the deterioration of the global environment, focusing on environmental protection and green procurement is the strategic choice for enterprises to win the future. However, in the practice of enterprises, green marketing does not seem to meet the expected goals, resulting in the matching puzzledom of green marketing strategies and procurement governance mechanisms. This research starts with the green material procurement in the shipbuilding industry, and empirically studies how the green strategy drives and affects the governance, and how the management cognition affects the governance choices, so as to construct a new green procurement governance framework to a certain extent. The results show that green brand reputation and environmental culture orientation in green marketing strategy have a direct driving effect on relationship contract and custom contract, respectively, which have a significant positive impact on the economic performance of enterprises. Relationship-based contracts play an intermediary role for green brand reputation and economic performance, as well as customized contracts for environmental and economic performance. Customer green cognition plays a mediating role between green brand reputation and relational contracts, environmental-cultural orientation and customized contracts.