Antecedents of green market performance: a case from Southeast Asian market
by Diana Aqmala; Kardison Lumban Batu; Amie Kusumawardhani; Andriyansah
International Journal of Green Economics (IJGE), Vol. 12, No. 1, 2018

Abstract: This empirical research was conducted to investigate the effect of entrepreneurial orientation on the uniqueness of green products and market performance through green exploitative and explorative product capabilities, explorative and exploitative market penetration, and examining the effect of the uniqueness of green products on market performance. The exploitation and exploration of green product capabilities was considered as the antecedents and postulated as the driver of the uniqueness of green products, while exploitative and explorative market penetration were considered as the antecedents of market effectiveness. The current study proposes nine hypotheses. The statistical output showed that all hypotheses significantly affect green product differentiation and market performance but explorative market penetration is proven insignificant for leveraging market effectiveness. Data was collected from 1300 respondents charged as operational, sales, and marketing managers in Indonesia and several other Southeast Asian countries. Data was analysed using SEM with AMOS Statistical Software. This research demonstrated that green exploration and exploitation approaches to new product development practices hold a strategic anchor for enhancing green product differentiation and market performance.

Online publication date: Sat, 16-Jun-2018

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Green Economics (IJGE):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email