Drivers and Outcomes of Sustainable Export Marketing Strategies in International Environments

Export firms are quicker to adopt environmental friendliness than firms focused on domestic markets, due to differences in foreign countries’ environmental requirements. Thus, it is important to understand firms’ green export marketing strategy and its influence on export performance. This study investigates the relationship between market-oriented environmental sustainability and green export-related resources and capabilities; analyzes the impact of these resources and capabilities on the eco-friendly export marketing strategy; and assesses the influence of such strategy on export performance. Using survey data from 241 manufacturing export firms, our study finds a positive influence of market-oriented environmental sustainability on green export-related resources and capabilities. Further, while green exportrelated capabilities directly affect eco-friendly export marketing strategy, resources only influence it indirectly through capabilities. The results also show that the adoption of an ecofriendly export marketing strategy contributes to firm’s export performance.


Introduction
For decades, humans ignored the environmental consequences of their actions. Yet, their behaviors affected Earth's resources, sustainability, and future. Years of environmentally damaging behaviors began to reflect in climate changes, global warming, or loss of biodiversity (e.g., Bager and Lambin, 2020). Aware of these effects, eco-conscious entities called for actions to break the cycle.
Following this appeal, environmentally friendly practices proliferated among consumers and organizations, and sustainability emerged as a key topic. Particularly, firms are reinventing themselves and adopting more sustainable business and marketing practices (Chiarvesio et al., 2014;Leonidou et al., 2013b). Managers are considering environmental aspects in product development, manufacturing, and even in firms' strategic postures (De Guimarães et al., 2018;Katsikeas et al., 2016). In this regard, market-oriented environmental sustainability (MES) is an important strategic orientation that shapes firm's strategic vision and sustainable practices and promotes performance (Bıçakcıoğlu et al., 2020;Crittenden et al., 2011;Li et al., 2018).
The concept of market-oriented environmental sustainability (MES) is defined as the organization-wide culture that promotes eco-friendly shared values, norms and behaviors underlying an organization's efforts (Li et al., 2017). This enables the implementation of sustainable environmental practices and strategies, while meeting the needs of stakeholders, to obtain a competitive advantage in the marketplace (Crittenden et al., 2011;Hult, 2011). For Hult (2011) the expanded concept of market orientation considers the possibility of an organization strategically aligning itself with the interests of multiple stakeholders, to capture a unique and competitive market position. Even though MES' importance is highlighted in the literature, evidence regarding its influence in green business strategies is still missing (Bıçakcıoğlu et al., 2020).
3 Furthermore, while sustainability is acknowledged as important nowadays, it is especially crucial for SMEs and firms operating internationally, given the growth of environmental issues globally (Chiarvesio et al., 2014). On the one hand, SMEs, although contributing to countries' value creation and jobs, are characterized by scarce resources, low bargaining power, limited information, and less structured organizational hierarchies (Lubatkin et al., 2006). Hence, it is more challenging for SMEs to get involved in environmental issues and implement their green marketing strategies (Leonidou et al., 2017). Furthermore, the implementation of these strategies internationally adds more complexity, even though it represents a competitive advantage and a way to differentiate and manage costs (Varadarajan, 2014).Still, most studies on green business strategy examined larger firms (for exception see, for instance, Leonidou et al., 2017) and domestic contexts, neglecting the international setting (Bıçakcıoğlu et al., 2020).
There is scant literature on the drivers and outcomes of sustainable marketing strategies in SMEs and international environments (Martin-Tapia et al., 2010), namely in export settings (for exceptions see Leonidou et al., 2015;Leonidou et al., 2013a).
Due to its importance in explaining the role of firm's internal sources on sustained competitive advantage (Kraaijenbrink et al., 2010) this manuscript builds on the resource-based view (RBV) (Wernerfelt, 1984), and combines the international business and sustainability literatures. Specifically, this study analyzes the influence of market-oriented environmental sustainability on the development of SME's green export-related resources and capabilities.
Additionally, we examine the relationship between such resources and capabilities on ecofriendly export marketing strategy and on export performance. The contribution of this study is fourfold: 1) it combines previously separated literatures, namely marketing, sustainability, export and SMEs to provide an integrative model; 2) it explores the role of organizational factors in influencing the firm's export marketing strategy and performance, contributing to the RBV framework and to the marketing literature; 3) it extends sustainability literature by 4 operationalizing an environmental sustainable orientation; and 4) it examines the organizational factors-marketing strategy-performance relationship in the relevant, yet understudied context of exporting SMEs. Particularly, this study contributes to the literature on sustainability, exporting and SMEs in that there is a paucity of studies that evaluate the behavior of firms in terms of market-oriented environmental sustainability and eco-friendly export marketing strategy.
The paper proceeds as follows. After this first introductory section, a section on background research follows. Then, the conceptual model and research hypotheses are presented. The following two sections describe the research methods and present the empirical results. We conclude with a discussion of theoretical contributions and practical implications that are followed by suggestions for future research.

Green export marketing strategy
Green marketing is defined as organizations' efforts to produce, promote, pack, and retrieve products in an eco-conscious manner (Boone and Kurtz, 2001). Green marketing has been defined in several ways in the literature, and several terms such as environmental marketing, ecological marketing, or sustainable marketing has been interchangeably used to refer to it (Dangelico and Vocalelli, 2017;Leonidou et al. 2013a, b) refer to green marketing as the marketing practices, policies and procedures that explicitly incorporate an eco-friendly focus, to create revenue and deliver results that satisfy products' organizational and individual aims.
In that regard, green marketing requires adaptation, namely to the marketing mix, to incorporate eco-friendly products, prices, distribution and promotion, and a green marketing strategy (Leonidou et al., 2013a, b). For instance, green product strategies involve product decisions and actions that aim to protect or benefit the natural environment, saving energy and/or resources and reducing pollution and waste (Leonidou et al., 2013b).
The awareness of changes in climate, loss of biodiversity, as well as population and environmental problems lead organizations to identify sustainability needs and to consider such needs in their marketing strategies (Leonidou et al., 2013a, b). This is especially true for organizations that are more exposed to external social and environmental pressures (Galeazzo and Klassen, 2015), such as exporting firms. Greater exposure of exporting firms to environmental issues contributes to the development of a culture associated with environmental issues (Leonidou et al., 2013a). This, coupled with the public concerns about the environment contributes to the key role of eco-friendly export marketing strategies in the goal achievement in export markets (Leonidou et al., 2013a). In fact, Chan (2010) found that firms operating internationally generally achieve better performance in their marketing strategies in foreign countries when they adopt a sustainable approach. This may be due to a) profitability improvement via cost reduction and market performance optimization (Fraj et al., 2011); performance benefits of being environmentally and/or socially friendly (Leonidou, et al., 2013a, b); or c) competitive advantage development (Leonidou et al., 2015).
While overall firms may experience influences in the adoption of eco-friendly marketing strategies, exporting firms face a more complex setting. Given the sociocultural, economic, regulatory, technological, and environmental differences between the host and target country, exporting firms face bigger problems in adopting sustainable strategies and entering foreign markets (Hultman et al., 2009). 6 Still, opting for green marketing mix elements can produce beneficial performance outcomes (Leonidou et al., 2013a, b). For instance, firms may opt for eco-friendly product and distribution strategies, which show to positively affect market and product performance (e.g., Katsikeas et al., 2016;Leonidou et al., 2015). Firms may evidence their eco-conscience by communicating products' environmental benefits, namely through advertising environmental features and claims, publicizing environmental values and incorporating environmental requirements on product packaging (Banerjee, 2002;Leonidou et al., 2013a, b). To do this more effectively and efficiently, firms require specialized resources and capabilities. This is crucial for the design and implementation of sound marketing strategies and development of a sustainable competitive advantage (Hart, 1995;Fraj et al., 2011).

Export performance of firms
Export performance is a widely studied concept and, even though there is no consensual definition (Aaby and Slater, 1989). We can refer to it as the results of a firm's export activities (Katsikeas et al., 2000). Mostly studied as effectiveness, efficiency, or adaptiveness, it can be measured through economic measures (such as profit or sales), product related measures (e.g., number of new export products), market related measures (such as new markets) or more generic measures (namely satisfaction) (Diamantopoulos and Kakkos, 2007;Katsikeas et al., 2000).
According to the literature, several factors influence export performance, namely managerial characteristics, organizational factors, environmental forces, as well as export marketing strategy (Leonidou et al., 2002). Particularly, there appears to be an instrumental role of some organizational resources (e.g., financial resources) and capabilities (e.g., new product development capabilities) in achieving superior performance in foreign markets (Leonidou et al., 2010;Morgan et al., 2004). Further, in what concerns sustainability issues, export firms are positively associated with such issues, as for instance eco-innovation (Galbreath et al., 2021). Due to the additional challenges of the export setting, export managers adjust their sustainable export marketing strategy to economic, regulatory, socio-cultural, and technological environment forces to improve their performance (Leonidou et al., 2013a). As a result, export firms with strategies complying with sustainable issues tend to have superior export performance (Leonidou et al., 2013a;Leonidou et al., 2015). Still, recent studies alert to the importance of disclosing environmental information (Lu et al., 2020).

Conceptual Model and Hypotheses
The Resource-based view of the firm (RBV) underlines the key role of organizational resources and capabilities in the formulation and implementation of strategies that allows firms attaining competitive advantage and superior performance (Barney 1991). Grounded on RBV, this study analyses the influence of MES on export-related resources (i.e., physical, experiential, financial) and export-related capabilities (i.e., shared vision, technology sensing/response, cross functional coordination), as well as the influence of these resources and capabilities on an eco-friendly export marketing strategy (i.e., product, price, promotion, and distribution). Additionally, the model examines the effect of this strategy on export performance. Figure 1 presents the conceptual model proposed.
3.1. Market-oriented environmental sustainability, green export-related resources and capabilities and eco-friendly export strategy A firm's strategic orientation represents its philosophy of how to do business and align with the environment (e.g., Murray et al., 2011), acting as a source of differentiation (Knight et al., 2020). It reflects the decision-making style, favored practices and methods that direct firm's operations. MES is a market-centric cultural and behavioural perspective that reflects firms' orientation for market-based environmentally sustainable practices (Hult, 2011). For Following the emergence of eco-consciousness and sustainable consumption issues over the years, consumers became more aware and interested in environmental products or services (e.g., Leonidou et al., 2013aLeonidou et al., , 2013b. Market oriented firms are aligned with the market and concerned with understanding customers' current and latent needs to generate value (Dibrell et al., 2011;Murray et al., 2011). As such, they are more willing to consider environmental sustainability in their operations and to develop environmentally friendly offerings that are valued by customers (Chan, 2010;Chan et al., 2012;Crittenden et al., 2011). In this regard, firms may encourage pro-environmental activities, use eco-friendly resources, avoid consuming scarce resources and dedicate to sustainable and environmental practices (e.g., Crittenden et al., 2011). As a result, firms will privilege environmental-friendly resources and capabilities (Hart, 1995;Leonidou et al., 2015). As such, we hypothesize: H1: Market-oriented environmental sustainability positively relates to green export-related resources H2: Market-oriented environmental sustainability positively relates to green export-related capabilities According to the RBV, firms are idiosyncratic bundles of resources and capabilities (Barney, 1991). Resources are tangible, intangible or personnel-based assets (e.g., physical, financial, technical expertise, employee commitment) (Leonidou et al., 2013a) whereas capabilities reflect embedded combinations of skills and processes (Barney, 2001). Barney suggested that to obtain competitive advantage, and to allow firms achieve superior performance, firms should opt for rare, valuable, inimitable, and non-substitutable resources (Barney, 2001). Nevertheless, to capture resources' potential, firms need to deploy them into capabilities. These information-based, tangible, or intangible processes and routines are what enables firms to develop, combine and transform resources into value offerings and improve their performance (Karim and Mitchell, 2000;Morgan et al., 2004;Teece et al., 1997) and differentiation (Khan, 2022).
The nature, amount, and quality of a firm' resources are vital for nurturing its capabilities (e.g., Morgan et al. 2004;Leonidou et al., 2017). Eco-conscious firms will follow the sustainability principle, including opting for green resources, use of eco-friendly materials or renewable options, for instance. In this regard, the deployment of such resources will likely follow the environmentally friendly approach (Godfrey et al., 2009;Leonidou et al., 2017). As firms continue to build and reconfigure internal and external resources in response to changing environmental issues, they reinforce a favorable approach for sustainable solutions and thus positively influence the firm's capabilities (Leonidou et al., 2015). In view of the above the following hypothesis is formulated: H3: Green export-related resources positively influence green export-related capabilities The existence of pronounced heterogeneity in the international business environment (e.g., socio-cultural, economic, political-legal) highlights the crucial role of proper acquisition and management of resources and capabilities in export performance (Zou et al., 2003).
Noteworthy progress has been made in identifying the capabilities and resources that affect firm's ability to simultaneously seek success, both financially and in the environmental sphere (Berchicci and King, 2007). Environmentally friendly export resources assist firms' green export marketing strategies (Leonidou et al., 2013a). Still, while resources, namely physical, financial, and experiential resources, are valuable to green practices and export strategy, they need to be deployed into capabilities to fully capture that value (Barney, 1991). Following the RBV line of reasoning, resources possession may be a necessary yet not sufficient condition for value delivery. It is not only the resources the firm possesses, but how it applies them and the capabilities it generates that will contribute to its strategy (Ray et al., 2004).
Regarding capabilities, these are essential for exporting firms to compete both in the domestic and in the international market (Leiblein and Reuer, 2004). As with resources, having the right capabilities helps firms to implement successful marketing strategies (Morgan et al., 2004;Leonidou et al., 2011). For example, market responsiveness was found to be essential to improve export performance in emerging market export firms (Khan and Khan, 2021). Among the capabilities evidenced as relevant to assist the implementation of green export marketing strategies are shared vision, cross-functional coordination, and responsiveness to technological change (Leonidou et al., 2013a). Environmental sustainability and the establishment of stringent environmental support policies are key factors and can be mobilizing forces to stimulate the integration of environmental issues in product development (Leonidou et al., 2015). Further, the environmental-related knowledge that export firms acquire in international markets may help them to develop their environmental strategies (Aguilera-Caracuel et al., 2012;Leonidou et al., 2013a).
In view of the above, the following hypotheses are proposed: H4a: Green export-related resources positively influence eco-friendly export marketing strategy H4b: Green export-related capabilities mediate the relationship between green export-related resources and eco-friendly export marketing strategy H5: Green export-related capabilities positively influence eco-friendly export marketing strategy 3.2. Eco-friendly export marketing strategy and export performance Researchers have shown a growing interest in examining how environmental sustainability issues can be incorporated into marketing (Chabowski et al., 2011;Dangelico and Vocalelli, 2017). To meet the environmental concerns of different stakeholders, firms may modify existing products and processes or introduce new products and production processes to reduce ecological impact and improve environmental performance (Cronin et al., 2011). Marketing strategy at the sustainability level promotes innovation and creates opportunities and competitive advantages (Lenssen and Van Wassenhove, 2012). The eco-friendly choices and practices may represent reduced costs due to better use of materials or lower waste and efficiencies, as well as increased margins or market share due to sustainability positioning (Varadarajan, 2014). As such, the integration of green issues into corporate decision making and export marketing strategy contributes to firms' competitive advantage and performance (Fraj et al., 2011;Leonidou et al. 2013a;Leonidou et al., 2017). In fact, past studies show that superior export performance is linked to the sustainability strategies adopted (Leonidou et al., 2013a;Martín-Tapia et al., 2008, 2010. Particularly, eco-friendly export marketing strategy has shown to be instrumental to export performance (Leonidou et al., 2013a). Thus, the following hypothesis is proposed: H6: The firm eco-friendly export marketing strategy positively influences export performance.

Data collection
This study focused on manufacturing exporting small and medium sized firms (SMEs) based in Portugal. SMEs, at increasingly early stages of their development look and seek more actively to build strategies that involve the international setting (McDougall and Oviatt, 2000).
Further, SMEs seem to grow faster internationally than their domestic competitors (Andersson et al., 2004). The sampling frame was provided by Informa D&B and consisted of 3387 manufacturing exporting SMEs.
The data was collected through a self-administrated online survey sent by email to all firms listed in the Informa D&B database. This e-mail included the survey link and a letter presenting the study and assuring data's, participants', and firms' confidentiality. The responsible for export operations was identified as the key informant in this study. Data collection occurred in three waves (the baseline survey plus two follow-ups). This resulted in 827 responses, representing a response rate of 24.4%. From these, we obtained 241 fully completed questionnaires 13 The development of the questionnaire followed a three-step approach. In the first step, we based in the literature to operationalize each construct. Next, the questionnaire was evaluated by academics who were expert in sustainability and international marketing. Later, we did a pilot test with five SME export managers to verify the functionality of the questionnaire for the survey target. Only minor changes were suggested. The questionnaire was translated from English into Portuguese and then back translated to English to ensure accuracy.
Considering the questions included in the questionnaire, and according to previous studies conducted in this area, the key informant is identified as the person responsible for the export activity (e.g., Leonidou et al., 2013a). As a validity and quality check, we asked respondents' level of seniority in his or her firm and respective position. Respondents had on average 14.6 years of experience in the firm had been in the same position for 11.85 years. Most of the respondents were exporting director (48.4%) or managing director (29.8%). Table 1 present the job title of the respondents. Regarding the firm-level characteristics, 44.81% of the firms reported that they had between 10 and 49 full-time employees, and the remaining had between 50 and 250 full-time employees. On average, firms have been involved in export activity for 22.61 years and export to 11.08 markets. Regarding the percentage of the firm's total turnover that was due to exports, 17.01% of the firms indicate that it was lower than 20%; 27.39% state it to be between 20%-49.9%; 19.09% indicate it as 50%-79.9%; and the remaining 36.51% of the firms indicate it to be above 80% of their total turnover.

Non-response bias and common method bias
To assess for non-response bias, we compare early and late respondents (Armstrong and Overton, 1977) to all items used to measure the variables included in this study as well as for and demographic characteristics. No significant differences were found in any of the comparisons.
In order to safeguard against common method bias we followed some of the ex-ante approaches suggested by Podsakoff et al. (2003), namely: we assured respondents' anonymity, to encourage truthfulness regarding the answers, and allow them to be as honest as possible; questions and items were written in a simple, clear and concise way; and respondents were not aware of the conceptual model, preventing them to answer according to the beliefs of how the variables should link. In addition, we apply Harman's single-factor test (Malhotra et al., 2006;Podsakoff et al. 2003). The results from the Harman single-factor test showed that no single factor emerged from a factor analysis of all survey items. The non-rotated solution of EFA analysis produced eleven factors with eigenvalues greater than 1.0 that accounted for 77.9% of the total variance, with the first factor explaining 38% of the variance. These results suggest that the common method bias was not a critical issue in our study.
Finally, we ran the marker variable test (Lindell and Whitney, 2001;Malhotra et al., 2006), which uses a theoretically unrelated construct (termed a *marker* variable). Following previous research (Silva et al., 2019) we conducted the test using tenure of respondents as a marker variable. The average correlation between the study's principal constructs and the marker variable was very low (r = 0.0046). Following the recommendations of Malhotra et al. were measured with 7-point Likert type scales (1 = "Strongly disagree" to 7= "Strongly agree").

Data Analysis and Discussion of Findings
To test our conceptual model, we use partial least squares structural equation modeling (PLS-SEM) in SmartPLS 3 software (Ringle et al., 2015). Partial least squares, a variancebased structural equation modeling (SEM) technique, is appropriate to estimate complex models that involve higher order factors (Henseler et al., 2009). In this section, we first present the results of the measurement model assessment and then we discuss the results of the structural model regarding the proposed hypotheses.

Measurement model
The

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To assess discriminant validity, we follow two criteria: the Fornell-Larcker test (Fornell and Larcker, 1981), and the heterotrait-monotrait ratio (HTMT) (Hair et al., 2017). The Fornell-Larcker criterion require that the square root of the AVE of each construct to be higher than the construct's highest correlation with any other construct (Fornell and Larcker, 1981). The results presented in Table 2 show that this criterion was accomplished for all constructs. The HTMT criterion require that all HTMT ratios are lower than 0.9 (Hair et al., 2017). All HTMT ratios are below the threshold value of 0.9. Taken together, these results provided evidence of discriminant validity.

Structural model
The evaluation of the model's predictive accuracy and relevance (Hair et al., 2017), and the structural relationships were undertaken via Stone-Geisser's Q 2 test, coefficient of determination (R 2 ), and the sign, magnitude, and significance of the path coefficients.
However, prior to evaluating the structural model, we assessed model' collinearity (Hair et al., 2017). The VIF values were below the indicative value of 5 (Hair et al., 2017), ranging from 1.92 to 2.90. These results suggest no collinearity problems.
We evaluated the Stone-Geisser test criterion (Q 2 ) using a blindfolding approach with an omission distance of 7. The Q 2 values obtained for the four endogenous variables were well above zero (EPF: 0.115; green export-related resources: 0.295; green export-related capabilities: 0.495; eco-friendly export marketing strategy: 0.237), supporting the predictive relevance of the model. The coefficient of the determination R 2 for the four endogenous variables (export performance: 13.9%; green export-related resources: 47.9%; green exportrelated capabilities: 73.9%; eco-friendly export marketing strategy: 40.3%) surpass the threshold value of 10% suggested by Falk and Miller (1992), suggesting a satisfactory predictive accuracy.
The significance of the parameter estimates for the proposed structural relationships were assessed using 5000 bootstrap resamples and the confidence intervals at 95% (Hair et al., 2017). Table 3 displays the standardized path coefficients, t values, and p-values for the proposed path relationships. Of the six proposed hypotheses, five were supported. Hypotheses H1 and H2, which posit that MES positively influences green export-related resources and capabilities were supported with (β = 0.692; p < 0.001) and with (β = 0.402; p < 0.001), respectively. These results are in accordance with Li et al. (2017), who found that a market-oriented culture of sustainability helps firms to develop capabilities.
Hypothesis H3, which postulates a positive relationship between green export-related resources and green export-related capabilities was supported with (β = 0.531; p < 0.001).
These results are in line with the conclusions of Karim and Mitchell (2000), who state that capabilities are influenced by resources, derive from them, and are, in themselves influence the routines on which the firm is based. Leonidou et al. (2017) also recognize the vital role of resources for nurturing its capabilities. Several studies developed in the context of exporting show a positive link between export-related resources and export-related capabilities (e.g., Morgan et al., 2004). A study conducted among Cypriot SMEs also support the positive relationship between organizational resources and capabilities (Leonidou. et al., 2017).
In what regards hypothesis H4a, green export-related resources do not have a significant direct effect on eco-friendly export marketing strategy (β = 0.033; ns) rather than an indirect effects, via green export-related capabilities as considered in H4b (positive indirect effect with β = 0.323; p < 0.001). Therefore, we can conclude that, while resources are valuable for developing an eco-friendly export marketing strategy, they may not be sufficient to do so. To fully capture their value, they need to be leveraged into capabilities (Barney, 1991).
As per H5, our results show a strong positive relationship between green export-related capabilities and eco-friendly export marketing strategy (β = 0.608; p < 0.001). This finding is in line with previous studies developed in the context of SMEs , and on green exporting (Leonidou et al., 2013a).

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Finally, as predicted by H6, eco-friendly export marketing strategy positively influences export performance (β = 0.373; p < 0.001). These results comply with previous research developed either in domestic or export market contexts (e.g., Fraj et al., 2011, Leonidou et al., 2013a. Specifically, Leonidou et al. (2013b) found a positive relationship between green product and distribution programs and firms' product market performance. In the export market context, adopting an eco-friendly export marketing strategy enhances the firm's export performance (Leonidou et al., 2015) 6

. Implications and Conclusions
Environmental concerns and sustainability issues increasingly become part of people's and firm's lives. The evident negative consequences of human actions on the environment lead customers, as well as firms to endorse environmental conscious behaviors (e.g., Chiarvesio et al., 2014). In what concerns firms, this means to change practices and integrate environmental aspects in their way of thinking and doing business (e.g., Varadarajan, 2014). Whereas this is important overall, it has proven to be especially relevant for firms operating in export settings (e.g., Leonidou et al., 2013a). However, only a few studies have dedicated time to analyze the green aspects of exporting (e.g., Leonidou et al., 2013a;Martin-Tapia et al., 2010). The present study aims to understand the impact of MES on green export-related resources and capabilities, and their influence on eco-friendly export marketing strategy. The model also examines ecofriendly export marketing strategy's impact on export performance.
Our findings reveal that MES positively influences both green export-related resources and capabilities. Hence, firms that incorporate sustainability into their market orientation and have a culture that favors sustainable principles, standards and conducts tend to opt for green resources and capabilities. Further, green export-related capabilities contribute to eco-friendly export marketing strategy, green export-related resources. Green export-related resources, on their hand influence eco-friendly export marketing strategy indirectly. It is through the deployment of resources into capabilities, rather than through the resources per se that such strategy is implemented. Finally, eco-friendly export marketing strategy positively influences firm's export performance, which corroborates the results of previous studies in this area (e.g., Leonidou et al., 2013a).
Based on these findings, this study brings several contributions. First, the study combines marketing, sustainability, export, and SMEs literature and proposes an integrative model that studies organizational factors-marketing strategy-performance. Second, it analyses MES and green export-related resources and capabilities role in influencing the firm's export marketing strategy and export performance. In this regard, we found that market-oriented firms that consider sustainability issues tend to favor green resources and capabilities. Further, whereas the development of capabilities provides for export marketing strategy, the possession of resources per se does little for this. It is resources' deployment into capabilities that allows to capture resources value in this regard, rather than its possession per se, as observed in the mediating hypothesis. This result is an empirical test to RBV reasoning of the need to deploy resources into capabilities. Third, the research extends sustainability literature with the operationalization of an environmentally sustainable orientation. Fourth, we add to existing knowledge on SME's by combining RBV and sustainability to analyze the impact on export impact of export marketing strategies on export performance, but they do not explore the factors influencing export marketing strategies. As such, our study advances existing knowledge through the identification of the organizational antecedents of export marketing strategies, thus contributing to the RBV framework by detailing the role of resources and capabilities in the transformation of the firm's market-oriented environmental sustainability into export marketing strategies.
This study also extends sustainability literature by testing empirically the link between sustainable-related strategic orientation and the firm's resources and capabilities. The results of this study provide evidence that firms that favor environmental systems and practices and acquire and develop green export-related resources and capabilities are better able to ecofriendly export marketing strategies. In addition, it confirmed that that eco-friendly export marketing strategies will reflect positively on firms' export performance.
Managerially, this study also presents important implications. Specifically, it leads to important decision-making pathways in exporting SMEs. First, it suggests firms that if they favor eco-friendly shared values, norms, and behaviors, this will influence the type of resources they acquire and the type of capabilities they will end up developing. Second, the study's findings show that firms need to assure that rather than merely investing in (green) resources,  Leonidou et al. 2013a, andMorgan et al., 2004) [PHR] Green export-related physical resources Loadings t-value

PHRl
We use modern, friendly-to-the-environment equipment and technology for the production of ecological products for export markets. [EPF] EXPORT PERFORMANCE (Adapted from Leonidou et al., 2013a, andLeonidou et al., 2011)