Importance-performance Analysis of Green Strategy Adoption within the Malaysian Manufacturing Industry

Abstract The highly competitive nature of the manufacturing environment requires manufacturers to consider the ultimate outcome of their green strategy adoption, focusing on those that are strategic to their environmental and business performance. Based on the Natural-Resource-Based framework, a model is proposed to analyse the total effects of green strategy adoption on competitive benefits within the manufacturing industry. The conceptual model has been formulated by applying structural equation modelling and empirically analysed using a dataset collected from a survey of ISO 14000 certified manufacturers from among the Malaysian industries. The results show that there is a significant relationship between the green strategies, environmental performance and competitive benefits. The results also imply that a clean technology strategy has considerable importance in terms of generating competitive benefits, and yet it received the least attention from the manufacturers.

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