Abstract
According to previous research, market competition, isomorphism, self-regulation, and media attention relate to corporate sustainable behavior. This article investigates not only these relationships, but also how firms’ strategic orientation moderates them in Japan. The finding is that market competition, self-regulation, and media attention encourage Japanese firms to operate in a sustainable way. The results also suggest that firms’ environmental strategic orientation intensifies the relationship between selfregulation and corporate sustainable behavior and weakens the relationship between media attention and corporate sustainable behavior. This article is concluded by discussing theoretical and practical implications.
