The Impact Mechanism Of Proactive Environmental Strategy On Firm Performance

Economic globalization and the rapid development of Internet technology have brought about drastic changes in our lives,brought convenience,and brought problems such as environmental pollution and over-exploitation of resources.Today,the negative effects of these issues are becoming increasingly prominent,and have caused indelible effects on people’s daily lives.However,as the main body of the micro-economy,the production and exchange of its products and services have negative external effects on the environment in different ways.Especially the major polluting enterprises,as the source of environmental pollutants,urgent need to adjust resource structure and improve environmental protection system.While environmental management has won the attention of all sectors of society,it has also been on the hot list of academic circles..Most scholars believe that enterprises should fulfill their social responsibilities,use existing resources and combine external resources and technologies to actively incorporate environmental issues into the formulation of corporate strategies to form environmental strategies aimed at solving environmental issues.Can companies implement a proactive environmental strategy to improve corporate performance? Researchers on this issue have different opinions.Most of the empirical studies on the performance of proactive environmental strategy have shown that proactive environmental strategy have a positive effect on firm performance,but the way and path between the two are not sufficiently explored,and the mechanism is not clear.Therefore,this paper Trying to explore open innovation intermediary role between the proactive environmental strategy and corporate performance,regulation of green dynamic capability between proactive environmental strategy and type of open innovation,based on the theory of natural resources,dynamic capabilities,and social networks.In this paper,293 valid samples were collected by questionnaire survey.The data was analyzed empirically by using SPSS24.0 and AMOS23.0,and the followingconclusions were reached:First of all,proactive environmental strategy to the firm economic performance and social performance has significant positive effect.Second,the proactive environmental strategy has a significant positive impact on both inbound open innovation and outbound open innovation.Third,inbound open innovation and outbound open innovation have a significant positive impact on firm economic and social performance.Fourth,green dynamic capabilities plays a negative regulating role between the proactive environmental strategy and inbound open innovation,and plays a positive regulating role between the proactive environmental strategy and outbound open innovation.This study further validates the positive role of proactive environmental strategy and firm performance,and demonstrates the intermediary role of open innovation and moderating effect of dynamic capacity.This paper extends the research on the impact of proactive environmental strategy on corporate performance,and provides managers with certain management inspiration.