前瞻型环境战略对企业绿色形象的影响研究
The Study of the Impact of Proactive Environmental Strategy on Corporate Green Image

摘要 从自然资源基础观出发，研究前瞻型环境战略对企业绿色形象的影响。提出前瞻型环境战略会通过影响绿色核心能力、绿色产品创新与绿色过程创新，进而对企业绿色形象产生积极影响，并创建了相关关系模型。研究表明，前瞻型环境战略会提升企业绿色形象，绿色核心能力与绿色创新在前瞻型环境战略与企业绿色形象间存在链式中介作用。另外，对比了提升企业绿色形象的不同路径，为企业构建高区分度的企业形象提供了新的思路和建议。
Environmental problems are becoming increasingly severe, and thus environmental management of organizations is of great importance. From the perspective of the Natural resource-based view, this study proposes that proactive environmental strategies have positive effect on corporate green image by impacting on green core competencies, green product innovation and green process innovation, and develops the model depicting their relationship. The empirical results show that proactive environmental strategies can improve corporate green image, green core competencies, and green product innovation, and green process innovation has a chain mediation role between proactive strategy and corporate green image. Furthermore, the study compares several methods which can enhance corporate green image, and provides new solutions and suggestions for enterprises to build unique corporate image