Strategic Alignment of Eco-Practices: The Mediator of Eco-Controls in Translating Environmental Strategy


  • Kanya Sannamwong Faculty of Management Science, Udon Thani Rajabhat University
  • Wila-sini Wongkaew Chulalongkorn Business School
  • Danupol Hoonsopon Chulalongkorn Business School


Competitive environmental strategy, Eco-control, Strategic alignment of eco-practice, Environmental performance, Economic performance


This study aims to explore the role of eco-controls in translating competitive environmental strategic intents into eco-practices, as well as the associations between eco-practices and environmental and economic performance. A web-based survey is used to collect data from Thai manufacturing firms in high-polluting industries. Structural Equation Modeling (SEM) is employed for data analysis. Findings from the study show most firms use more bureaucratic forms of eco-control (151 out of 169 firms). Firms with more bureaucratic forms of eco-controls show a high level of alignment between environmental strategic intents and eco-practices, regardless of their environmental strategic intents. While firms with eco-marketing practices exhibit high environmental and economic performance, firms with eco-production practices show high environmental and economic performance only when they also adopt eco-marketing practices. The study extends existing literature by explicitly distinguishing between intended environmental strategy (i.e. environmental strategic intent) and realized environmental strategy (i.e. eco-practice) and extends the analysis to examine environmental and economic performance. For practical implication, it is recommended that firms should use more bureaucratic forms of eco-control, such as action control, formal control, and tight control, to create a strategic alignment of eco-practices, which in turn, will lead to high performance.


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Author Biographies

Kanya Sannamwong, Faculty of Management Science, Udon Thani Rajabhat University


Wila-sini Wongkaew, Chulalongkorn Business School

Chulalongkorn University

Danupol Hoonsopon, Chulalongkorn Business School

Chulalongkorn University


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How to Cite

Sannamwong, K. ., Wongkaew, W.- sini, & Hoonsopon, D. (2023). Strategic Alignment of Eco-Practices: The Mediator of Eco-Controls in Translating Environmental Strategy. Creative Business and Sustainability Journal, 45(1), 1–21. Retrieved from



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