Green strategy orientation and competitiveness: an optimal distinctiveness perspective

Purpose Implementing a green strategy to enhance the competitiveness of enterprises is a hot topic in current research. Although most enterprises have formed a green strategy orientation (GSO), it has not been transformed into green competitiveness (GC). Prior studies have not thoroughly studied the effect and mechanism of GSO on GC. To fill this research gap, based on optimal distinctiveness theory, this paper discusses the mediating role of two kinds of green innovation (GI) in the GSO–GC relationship and the moderating role of big data capability (BDC). Design/methodology/approach This study adopts the quantitative research methods of multiple linear regression, Bootstrap and structural equation modeling (SEM). Data were collected through a questionnaire and a random sampling method was used to survey middle and senior managers and professionals in manufacturing enterprises. About 400 questionnaires were distributed, and 342 valid questionnaires were collected. Findings The conclusions show that GSO significantly positively affects GI and GC. Still, it turns out that only strategic green innovation (SGI) mediates the GSO–GC relationship. BDC can positively moderate the mediation effect of SGI between GSO and GC, thus supporting the moderated mediation model. Research limitations/implications This study used a survey questionnaire from Chinese manufacturing enterprises to collect data, but the sample size was limited. Furthermore, the mediating mechanism by which GSO affects GC requires further exploration. This study directly establishes the GSO–GC relationship based on the optimal distinctiveness theory, making an essential contribution to the literature on GSO and GC. At the same time, this paper uses GI as a bridge to connect the relationship between GSO and GC, enriching the literature on GI. In addition, we consider BDC to be a moderator, expanding the boundaries of the GSO–GC relationship. Practical implications This study provides new knowledge and insights for manufacturing enterprises to construct and implement green strategies to achieve GC. More importantly, managers should attach great importance to the critical role of SGI and BDC. Originality/value This study understands the importance of GSO, SGI and BDC to GC in theory and practice.