Proactive Environmental Strategy,Manager’s Environmental Cognition And Firms Performance

With the rapid economic development,environmental pollution has become a major factor constraining C hina’s sustainable development at this stage.As the main carrier of the national economy,enterprises are also the main manufacturers of C hina’s severe environmental problems.Therefore,under the background of low-carbon economy characterized by low energy consumption,low pollution and low emissions,enterprises are urgently required to bear environmental responsibility.As the controller of enterprise development,managers determine the formulation and implementation of corporate environmental strategy.Managers’ perception of environmental strategy directly affects the environmental strategy that companies choose.However,at present,domestic research on the impact of managerial environmental cognition on forward-looking environmental strategies is still lacking.The mechanism of managerial environmental cognition on environmental strategy has not been fully explored,and the impact on corporate performance has not been studied.Therefore,it is necessary to continue to explore the impact of business managers’ interpretation of environmental issues on financial performance.How do managers’ perceptions of environmental opportunities influence the choice of forward-looking environmental strategies? How do managers interpret and implement environmental strategies when market competition is different?This study constructs a “cognitive-behavior-performance” research model to uncover the mechanism of influence of managerial environmental cognition on firm performance.Specifically,based on the resource-based theory,the role of managerial environmental opportunity cognition on firm performance is explored.Secondly,based on the basic theory of natural resources,the mediating role of forward-looking environmental strategies is verified.Based on the contingency theory again,the role of market competition is discussed.The survey method was used to investigate the manufacturing industry enterprises with high environmental protection pressure in C hina.The SPSS22.0 and AMOS22.0 software were used to empirically test the data of 209 manufacturing enterprises.The study found that: First,first,managers’ environmental opportunity perception can affect corporate performance.When managers view the environment as an opportunity for the business,the company can achieve higher corporate performance.Second,managers’ environmental opportunity perception can influence forward-looking environmental strategies.The higher the opportunity awareness,the more inclined to adopt a forward-looking environmental strategy.Third,forward-looking environmental strategies can affect firm performance.The higher the level of forward-looking environmental strategy,the better the performance of the company.Fourth,the forward-looking environmental strategy plays a full intermediary role in the relationship between managerial environmental opportunity cognition and corporate performance.In addition,it is verified that the degree of market competition plays a negative regulatory effect on the mediating role of the forward-looking environmental strategy in the perception of managers’ environmental opportunities and corporate performance.The main contributions of this paper are as follows: First,the introduction of the market competition level as a moderator,expands the boundary conditions of managerial environmental cognition and forward-looking environmental strategy research.Second,the Monte Carlo method(MC)is used to verify the regulatory effect of market competition on the mediating role of forward-looking environmental strategies.Third,the choice of enterprises with high environmental protection pressure in China’s manufacturing industry as a survey object is time-sensitive and unique in data.Fourth,based on the research theme of the impact of managerial environmental opportunity cognition on firm performance,the manager’s education level,firm size,propert y rights and heavy polluting industry variables are controlled.