How do multiple cognitions shape corporate proactive environmental strategies? The joint effects of environmental awareness and entrepreneurial orientation

This study explores how corporate proactive environmental strategies are shaped by managerial dual environmental awareness and corporate entrepreneurial orientation (i.e., innovativeness, proactiveness, and risk-taking). Based on survey data from 228 Chinese manufacturing firms, empirical analysis indicates that both executives' environmental risk awareness and environmental cost‒benefit awareness are positively and significantly related to proactive environmental strategies and that the positive relationship between environmental risk awareness (environmental cost‒benefit awareness) and proactive environmental strategies is strengthened (weakened) among innovative and risk-averse firms. Our work enriches the literature on the antecedents of proactive environmental strategies by highlighting the predictive role of both ethical and economic cognitions, along with how managerial and organizational cognitions compete and synergize to promote such strategies.