The positive impact of competitive intensity on environmen-
tally friendly export business strategy (H2) was also verified
(b = .15, t = 1.91, p = .06), confirming previous research which
finds that, under conditions of keen competition, the firm can
differentiate from its opponents by adopting an ecological
business perspective (Arora & Cason, 1995; Dechant & Altman,
1994; Menon & Menon, 1997). This is because in foreign markets
characterized by high competitive intensity, buyers are confronted
with a multitude of choices, and one way to differentiate is
through the implementation of environmentally friendly strate-
gies. Notably, some managers reported that an increasing number
of firms operating in export markets (especially those with
developed economies) attempt to promote an environmentally
friendly image and that to compete effectively, it is now
imperative to deploy similar or better ecological business
practices