Aligning sustainability strategy across the organization: the role of environmental orientation

Environmental concern is now a strategic priority. For this reason, some organizations adopt an environmental orientation, which both internalizes and externalizes its environmental mission. Drawing on strategic alignment theory and dynamic capabilities, this study examines how environmental orientation shapes frontline employee (FLE) effort and organizational performance. Using matched survey data from FLEs and managers, we find that environmental stewards exert greater effort in environmentally oriented firms, and this effort improves economic outcomes. Our findings underscore the importance of aligning organizational and employee values, positioning FLEs as valuable green champions in a B2B context.