Strategic alignment perspective on green export strategy and performance: Evidence from developing-country exporters

Green export strategy is essential for developing-country exporters to meet environmental sustainability demands in foreign markets, but it also has cost and inefficiency implications and could undermine export performance, especially if it does not align with internal and external contextual conditions. This study applies the strategic alignment perspective to detail and clarify these complexities characterizing the green export strategy-performance link. The study’s hypotheses are tested on survey data from 260 export manufacturers in Ghana using moderated regression analysis. The findings support the hypothesis that green export strategy enhances export performance, especially in foreign markets where customers prioritize green issues. However, contrary to the study’s hypothesis, the findings indicate that a condition of export responsiveness weakens the export performance benefit of green export strategy. The article presents the implications of these findings for research and practice, emphasizing the importance of a strategic alignment perspective of green strategies.