Mestrado em Gestão e Estratégia IndustrialA literatura de sustentabilidade reconhece a necessidade de as empresas adaptarem as suas práticas e procedimentos na esfera ambiental, de forma a responder às tensões que se têm verificado um pouco por todo o mundo. A enorme pressão no que toca a normas e procedimentos ambientais limita as operações das empresas, o que as estimula na adoção de práticas verdes e consequentemente na adoção de recursos e capacidades ambientais. Neste sentido, no que diz respeito a eco-friendly export marketing strategy, a literatura refere que as empresas que exportam se tornam mais rapidamente amigas do ambiente do que as que atuam apenas em mercados nacionais, devido às diferentes exigências a nível ambiental dos países importadores. O presente estudo pretende investigar a relação entre a market-oriented environmental sustainability e os green export-related resources e capabilities. Avaliar o impacto que estes recursos e capacidades têm na eco-friendly export marketing strategy, assim como o efeito desta estratégia no desempenho das exportações é também um dos objetivos do presente estudo. Para testar o modelo conceptual foram utilizados dados correspondentes a 241 respostas a um questionário obtido através de empresas exportadoras portuguesas de manufatura. Os resultados obtidos, revelam uma influência positiva da market-oriented environmental sustainability sobre os green export-related resources e capabilities. As green export-related capabilities afetam positivamente a eco-friendly export marketing strategy, sendo que os green export-related resources não têm um efeito direto significativo sobre esta. A eco-friendly export marketing strategy tem uma influência positiva no export performance.The sustainability literature recognizes the need for companies to adapt their practices and procedures in the environmental sphere, in order to respond to the tensions that have been felt all over the world. The enormous pressure on environmental standards and procedures limits the operations of companies, which accelerates them in the adoption of green practices and consequently in the adoption of environmental resources and capabilities. In this sense, with regard to eco-friendly export marketing strategy, the literature indicates that the companies that export become more environmentally friendly than those that operate only in national markets, due to the different environmental requirements of importing countries. The present study aims to investigate a relation of environmental sustainability oriented to the market under the green export resources and the export-related capabilities related to the export, and the impact that these resources and capabilities will have on the Eco-friendly export marketing strategy. The proposed conceptual model also evaluates the influence of the eco-friendly export marketing strategy on the companies export performance. To test the conceptual model, was used data corresponding to 241 responses to a questionnaire obtained by Portuguese exporting manufacturing companies. The results reveal a positive influence of market-oriented environmental sustainability about the features and capabilities dedicated to export. Capabilities positively affect the eco-friendly export marketing strategy, and resources do not have a significant direct effect on it. Eco-Friendly export marketing strategy has a positive influence on export performance.info:eu-repo/semantics/publishedVersio
