Eco-labels marketing performance in Asian firms: shared vision, integration capability and team collaboration perspectives

Abstract

Purpose Eco-labeling will grow in importance as natural resources grow scarcer and environmental concerns increase. The purpose of this study considers team collaboration (TC) and integration capability (IC) to examine the possible effects of team member’s shared vision (SV) on the performance of marketing eco-labeled products. Design/methodology/approach Theoretical perspectives on SV, IC and TC were studied to evaluate the development of eco-labeled products and to improve their marketing performance. A total of 247 eco-label products were sampled; confirmatory factor analysis and structural equation modeling were used for statistical analysis. Findings The results demonstrate that team members’ SV is positively correlated with TC. Both TC and IC are positively correlated with the performance of eco-labeled product marketing, but SV does not correlate positively with IC. The results herein also demonstrate that TC significantly mediates the effect of SV on the performance of eco-labeled product marketing. Research limitations/implications Firstly, this research aimed to study the effects of SV, TC and IC, particularly on the performance of marketing eco-labeled products. The analysis on other organizational performance, for example, human resource management performance or financial performance can be further studied. Secondly, further study of different products is necessary as different eco-labeled products have dissimilar product life cycle patterns. As human environmental concern grows, firms engaging in the manufacture of eco-labeling products will increase significantly and cover many different products. The analyses on different products or applications require further study to elucidate diverse management strategies. Practical implications An effective SV can rapidly clarify the goals and directions associated with eco-labeled marketing performance. Managers with high expectations of marketing performance can improve marketing performance when they clearly share eco-labeled product development objectives and directions. Proper IC and TC are also essential to the performance of eco-labeled product marketing. Originality/value This study introduces the concept of SV to explain the relationship between TC and IC as they pertain to eco-labeling product marketing. A theory of eco-labeling marketing is also presented.