Green business strategy and export performance: an examination of boundary conditions from an emerging economy

Purpose: Building upon the insights of the resource-based view and contingency theory, this study investigates the boundary conditions of green business strategy on the export financial performance of firms from an emerging economy. Design/methodology/approach: A quantitative study was conducted to test our conceptual model. In total, 224 questionnaires were collected from exporting manufacturing companies and were analyzed using full information maximum likelihood. Findings: The results of the study demonstrate that green business strategy has a strong and positive relationship with export financial performance. Also, environmental orientation and cost leadership play a significant and positive moderating role in this relationship. However, green product differentiation is complementary with green business strategy only when a cost-leadership strategy is also maintained. Practical implications: The study has practical implications since it identifies green business strategy as an important lever for emerging export managers. More specifically, they have to be aware of the challenges when they operate outside the cost leadership boundaries and should actively seek to develop the environmental orientation of employees and managers. Originality/value: This study reveals the relationship between green business strategy and export success for emerging country exporters that are understudied and face unique challenges. In particular, we explore the contingency factors that strengthen or weaken the relationship and provide additional insight to the question: “when does it pay to be green?” for exporters from emerging economies

The changing determinants of tourists’ repurchase intention: the case of short-term rentals during the COVID-19 pandemic

Purpose Adopting Ajzen’s theory of planned behaviour theoretical framework, this paper aims to explore repurchase intentions among short-term rental users and changes in determinants of repurchase intention in the context of the COVID-19 pandemic. Design/methodology/approach Data for the research was collected via a cross-country quantitative survey (N = 1,433) in five European countries: Croatia, Italy, Spain, Turkey and the UK during 2020. Trust, perceived value, authenticity and perceived risk were incorporated into the structural equation model as part of an integrated analysis of antecedents of repurchase intention. Findings Perceived value and authenticity are the key drivers of a positive attitude to repurchase of short-term rentals even after the pandemic. The pandemic modified the role of perceived risk in determining attitude towards short-term rentals as perceived risks could negatively affect attitude and repurchase intention after COVID-19. Trust in the platform and the host became a significant determinant of repurchase intentions after the spread of COVID-19. Research limitations/implications The analysis has shown the link between attitude, subjective norms, perceived behavioural control and repurchase intention, and has thus demonstrated a successful application of the theory of planned behaviour to short-term rental users. Originality/value The results of this study suggest a possible reconceptualisation of repurchase determinants due to the pandemic. The study offers a timely contribution to the research on the impact of the pandemic on the determinants of tourists’ repurchase intentions