Strategic Flexibility, Institutional Pressure, and Proenvironmental Behavior among Sea Food Enterprises: Mediating Effect Based on Paradoxical Cognition

Abstract

The proenvironmental behavior of Sea Foods Enterprises is the microfoundation for the transformation and upgrading of the traditional marine aquatic industry. Integrating institutional theory and strategic cognitive theory, we use 221 marine aquaculture companies as research samples to explore the driving effect of strategic flexibility (resource flexibility and coordination flexibility) and institutional pressure (regulatory pressure and normative pressure) on proenvironmental behavior, and the mediating role of paradoxical cognition. The conclusion is as follows: (1) strategic flexibility and institutional pressure jointly drive Sea Food Enterprises to adopt proenvironmental behaviors, of which regulatory pressure has the most significant impact. (2) Paradox cognition plays a partial mediating role in the interaction between resource flexibility, coordination flexibility, regulatory pressure, and proenvironmental behavior. There is no mediating effect in the interaction between normative pressure and proenvironmental behavior.