دانشگاه اصفهان پژوهش در مدیریت تولید و عملیات 2981-0329 16 1 2025 03 21 Investigating the effect of environmental orientation on sustainable performance considering the mediating roles of green supply chain management, green innovation, and institutional pressure بررسی تأثیر جهت‌گیری زیست‎محیطی بر عملکرد پایدار با نقش میانجی مدیریت زنجیرۀ تأمین سبز و نوآوری سبز و نقش تعدیل‎گری فشار نهادی 25 48 29276 10.22108/pom.2025.143545.1600 FA مرجان نیرومند گروه مدیریت، دانشکده علوم انسانی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران سمیه احمدزاده گروه مدیریت، دانشکده مدیریت و نوآوری، دانشگاه شهید اشرفی اصفهانی، اصفهان، ایران زهره بهرامی گروه مدیریت، دانشکده مدیریت و نوآوری، دانشگاه شهید اشرفی اصفهانی، اصفهان، ایران Journal Article 2024 12 20 <strong>Purpose:</strong> This research aims to investigate the impact of environmental orientation on sustainable performance, particularly within Sepahan Battery Company. It emphasizes the mediating roles of green supply chain management and green innovation, and the moderating role of institutional pressure. The study seeks to understand how integrating environmental considerations into business practices can lead to improved sustainability outcomes in an Iranian industrial context.<br /><strong>Design/methodology/approach:</strong> This paper is typically explanatory and is classified as applied research. The data collection method in this study is both field and library. This research is also cross-sectional in terms of time. Because the research data is collected at a point in time. According to the research objective, the statistical population of this study is all employees of Sepahan Battery Industrial Complex who had the necessary knowledge about the company's situation, which numbered 1200 people (year 1402). The sampling method is judgmental. That is, people who were most knowledgeable in the field of supply chain, innovation, and research and development, and managers of different departments were selected. To determine the sample size, given that in multivariate regression analysis, the ratio of the number of samples to independent variables should not be less than five, seven samples were selected for each item. The questionnaire of the present study includes 33 items, and assuming seven samples for each item, the sample size was calculated to be 231. In this study, a cross-sectional method and questionnaire were used to collect information from library resources, articles, and books, as well as to collect data.<br /><strong>Findings:</strong> The results reveal that environmental orientation has a significant positive influence on sustainable performance. Green supply chain management and green innovation play key mediating roles, enhancing the positive impact of environmental orientation. Furthermore, institutional pressure significantly moderates these relationships, amplifying the effect of environmental orientation on green supply chain management and green innovation, and ultimately contributing to enhanced sustainable performance. The study found specific path coefficients, including significant positive effects of environmental orientation on green supply chain management (0.414) and green innovation (0.523). Both green supply chain management (0.168) and green innovation (0.396) also significantly impacted sustainable performance.<br /><strong>Research limitations/implications:</strong> This study has limitations. First, its focus on Sepahan Battery Company limits the generalizability of findings to other companies or industries. The judgmental sampling method may introduce bias. The relatively small sample size (231) may affect the statistical power and generalizability of the results. The cross-sectional design prevents conclusions about causality. Future research should address these limitations using larger, more representative samples, employing different sampling techniques, and adopting longitudinal designs to establish causality. Further research could explore the influence of internal and external factors (organizational culture, social pressures, regulations, market competition) on forming environmental orientation. The lack of exploration into the relationship between green supply chain management and green innovation also presents an avenue for future research.<br /><strong>Originality/value:</strong> This study offers valuable insights into the relationship between environmental orientation and sustainable performance within an Iranian industrial context, specifically Sepahan Battery Company. It empirically demonstrates the mediating roles of green supply chain management and green innovation, and the moderating role of institutional pressure. These findings highlight the importance of integrating environmental considerations into business strategy for improved sustainability performance. The study’s contribution lies in its contextualized findings from an Iranian setting, which adds to the existing body of knowledge on sustainable business practices in emerging economies. هدف این مقاله، بررسی تأثیر جهت‌گیری زیست‌محیطی بر‌ عملکرد پایدار، به‌ویژه در مجتمع صنعتی سپاهان باتری، با تأکید بر نقش میانجی مدیریت زنجیرۀ تأمین سبز و نوآوری سبز است. جامعۀ آماری‌ بررسی‌شده، کارکنان مجتمع صنعتی سپاهان باتری با تعداد 1200 نفر و حجم نمونۀ 231 نفر و روش نمونه‌گیری، قضاوتی است؛ یعنی افرادی که بیشتر در زمینۀ زنجیرۀ تأمین، نوآوری و تحقیق و توسعه اطلاع داشتند و مدیران بخش‌های مختلف انتخاب شدند. در پژوهش حاضر داده‏ها و اطلاعات از پرسش‌نامه‌های استاندارد جهت‎گیری زیست‎محیطی، عملکرد پایداری، شیوه‎های مدیریت زنجیرۀ تأمین سبز و نوآوری سبز و فشار نهادی جمع‌آوری شده‌اند. پایایی پرسش‌نامه‎‍ها با استفاده از روش آلفای کرونباخ و روایی آن با روش محتوایی و <em>KMO</em> تأیید شد. نتایج نشان داد جهت‌گیری زیست‎محیطی، شیوه‎های مدیریت زنجیرۀ تأمین سبز و نوآوری سبز بر عملکرد پایدار تأثیر معناداری دارد. همچنین شیوه‎های مدیریت زنجیرۀ تأمین سبز و ‌نوآوری سبز، تأثیر معناداری بر عملکرد پایدار دارد. جهت‌گیری زیست‎محیطی نیز تأثیر معناداری بر عملکرد پایدار با نقش میانجی شیوه‎های مدیریت زنجیرۀ تأمین سبز و نوآوری سبز دارد. همچنین جهت‌گیری زیست‎محیطی، تأثیر معناداری بر شیوه‎های مدیریت زنجیرۀ تأمین سبز ‌و نوآوری سبز با نقش تعدیل‎گری فشار نهادی دارد. https://jpom.ui.ac.ir/article_29276_8ceeb3ba867ee8bfb53134dc14aa74d4.pdf