| Summary: | 博士 === 國立臺北大學 === 企業管理學系 === 103 === An increasing number of studies have suggested a relationship between organizations’ strategy for managing their business and the natural environment; however, no clear empirical evidence existed to prove that environmental innovation occurs because firms hold a proactive environmental policy. This study contributes to the existing literature by examining how proactive corporate environmental strategies affect different issues related to the environmental impact of eco-innovation. This study further uses contingency theory to argue that these relationships vary with the levels of moderating factors. The sample used in this study is drawn from the community innovation survey of Taiwan (TIS). A logit moderating regression method is used to analyze the models. The results show that firms with proactive environmental investments that meet social needs are more likely to pursue eco-innovation in both manufacturing and service sectors. For manufacturing sector, the results further indicate that, under existing regulations, firms with proactive environmental strategies have a stronger tendency to adopt eco-innovation, and those firms grasp and utilize this information to preempt eco-innovation to gain competitive advantages. Market demand also plays a critical role in moderating the relationship between proactive environmental strategies and eco-innovation. Our results indicate that although some firms develop proactive strategies for environmental technology and simultaneously achieve the associated customer benefits, yet those firms will not make double investments in the same environmental issue. For service sector, our findings also indicate existing regulations moderate the relationship between proactive environmental strategies and eco-innovation, meaning existing polices release information that give firms directions to pursue. Further, our findings also show market demand plays the moderating role between strategies and strategic actions, and it is particularly important for energy saving and recycling areas. All findings shed new lights on why firms face with the same environmental situations yet develop different environmental innovation areas.
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