How and when environmental orientation drives corporate sustainable development in a cross-national buyer–supplier dyad

This study aims at relating the role of environmental orientation to corporate sustainable development within a cross-national buyer–supplier dyad. To this end, it specifically proposes and empirically tests a model delineating how the international buyer's environmental orientation would influence its green supplier development (GSD) activities, then its outsourcing supplier's green product strategies (GPS), and finally total relationship value (TRV) of the entire buyer–supplier dyad. It also examines how supplier overall information technology advancement (SOITA) would further moderate the aforementioned influences. Survey results derived from 202 buyer–supplier dyads have provided empirical support for all the hypothesized relationships of the proposed model. To summarize, the findings show that international buyers' internal and external environmental orientations both serve as a major driver for their GSD, which, in turn, significantly advances outsourcing suppliers' practice of GPS and consequently enhances TRV. Moreover, this study has demonstrated that SOITA exerts a significant and positive moderating effect on the GSD–GPS link. Overall, this study provides important insights into understanding the complex and contingent processes underlying the influence of the international buyer's environmental orientation on the joint performance of the dyad.