Green corporate image: moderating the connection between environmental product innovation and firm performance

The theoretical framework of the Natural Resource-Based View has been used to study how firms that develop environmentally proactive strategies achieve better performance. In particular, we have tried to introduce a novel perspective in the environmental management-firm performance debate by proposing that environmental product innovation and marketing capabilities can interact and achieve positive performance outcomes. By making the connection between product stewardship strategies and a shift in focus from processes to products, our study empirically analyzes the moderating role of the green corporate image in the relationship between environmental product innovations and firm performance in 157 Spanish metal firms. The results show the importance of efficiently managing the green image of the firm.