DO ENVIRONMENTAL COMMITMENT AND INNOVATION INFLUENCE EXPORT INTENSITY? FIRM-LEVEL EVIDENCE FROM TUNISIA

This study examines the influence of environmental commitment (EC) on Tunisian firms' export intensity and utilising the resource-based view (RBV) framework. Using firm-level data from the 2020 World Bank Enterprise Survey (WBES), it explores the direct and indirect effects of EC on export intensity through product and process innovation. The findings highlight that EC plays a crucial role in fostering both product and process innovation, underscoring its strategic significance in driving overall innovation within firms. Additionally, EC and product innovation are identified as key factors positively contributing to exports, emphasising the importance of a strong EC orientation and a focus on product innovation for enhancing export activities. Notably, the presence of quality certification influences the relationship between EC and process innovation, weakening the impact of EC in that context. This finding underscores the nuanced dynamics between EC, process innovation, and quality certification. Overall, this study highlights EC as a strategic approach for enhancing firm innovation and promoting export orientation, providing empirical evidence and insights derived from the specific context of Tunisia. Embracing EC and aligning it with innovation and export strategies enables firms and policymakers to foster sustainable growth, enhance competitiveness, and contribute to a greener and more inclusive future.