Environmental Strategies and Competitive Advantage: A Theoretical model based on consumer value.

Resumo

The focus of environmental strategy research has mainly been to create competitive advantage. The research on this topic, however, has not clearly provide the answers on how environmental strategies can turn firms more competitive. This paper provides a theoretical framework that links environmental strategies to competitive advantage through added value on the consumer side (willingness to pay). This proposition escapes from the common method bias that most research falls on, and provides the means to study environmental strategies on two levels (organization and consumers). Another contribution is the addition of environmental behavior as a moderating variable, which allows us to better predict which strategies can provide superior results.

Key Words: Environmental Strategies, Competitive Advantage, Value Chain, Environmental Behavior.