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Abstract Based on resource based view, this study explores the direct effects of technological capabilities and marketing capabilities on green management, and the contingent roles of Institutional and Market Environment. The empirical results based on 303 pairs of sample of Chinese firms indicate that technological capabilities and marketing capabilities have positive effect on green management. Moreover, government support positively moderates the relationship between marketing capabilities and green management. Technological uncertainty positively moderates the relationship between technological capabilities and green management. Market uncertainty negatively moderates the relationship between technological capabilities and green management. These findings indicate that firms operating in China should be cautious in their use of technological capabilities and marketing capabilities and adapt their capabilities utilization to the changing institutional and market environments.
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Received: 04 July 2016
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2016, Vol. 13 
