Purpose: The purpose of this paper is to f irst to verify how the organizational resources and capabilities of Chinese manufacturing export companies affect the green business strategy, second to verify how the green business strategy affects the financial performance of Chinese manufacturing export companies, and third to verify whether external factors, namely public interest and the strength o f regul ation, p l ay a m oderating rol e in t he r el ationship between green business and export performance. Research design, data, and methodology: This paper reviewed previous studies and analyzed the measurement tools suitabl e for this paper by suppl ementing and revising them through previous studies. A total of 416 questionnaires were used for the analysis, and hypothesis verification was conducted after validity and reliability verification. Results: First, it was found that organizational resources had a s ignificant positive (+) effect on organizational competency. Second, organizational resources and organizational competency had a significant positive (+) effect on the green business strategy. Third, the green business strategy had a significant negative (-) effect o n export p erformance. Fourth, publ ic i nterest have n o moderating effect in the relationship between the green business strategy and export performance, but the regulatory strength was found to have an opposing moderating effect. Implications: First, in order for Chinese manufacturing export companies to devel op green business strategies, it is of utmost importance to raise the level of awareness of corporate managers’ environmental issues and pass them on to employees, s uggesting that i nternal capabil ities along with the c apabil ities formed through them should be put in place. Second, through sufficient communication with Chinese manufacturing export companies, Chinese green business policy makers should persuade them that adopting an eco-friendly approach wil l benefit from util izing their market position and improving export performance.
Piao et al. (Sun,) studied this question.