Abstract: Drawing on institutional theory, upper echelons theory and eco-innovation literature, this study tests the relationship between external stakeholders’ environmental orientation and eco-innovation with moderating effect of internal top managers’ environmental awareness. Based on a sample of 144 manufacturers and tangible service firms in Jiangsu, Zhejiang and Shanghai provinces of China, results of OLS regression analysis are as followings: Firstly, governments’ environmental orientation (GEO) has an inverse U-shape relationship with ecologica process innovation (ESI)，and the relationship is stronger when top managers’ environmental risk awareness (ERA) is higher;GEO is positively correlated with ecological product innovation (ETI) and this relationship is stronger when top managers’ environmental benefit awareness (EBA) is higher; although GEO has no direct relationship to ecological management innovation (EMI), the interaction of GEO and ERA is positively related to EMI. Secondly, clients’ environmental orientation (CtEO) is positively related to EMI, has an inverse U-shape with ETI and this relationship is weaker when EBA is higher. Thirdly, rivals’ environmental orientation (REO) is positively correlated with EMI, ETI and ESI.

Key words: eco-innovation, stakeholders’environmental orientation, top managers&rsquo, environmental awareness, institutional theory, legitimacy

摘要： 以江浙沪144家制造和有形服务企业为样本，从制度理论和高阶理论的整合视角考察了利益相关者环保导向对生态创新的影响以及高管环保意识的权变效应。主要结论包括：第一，政府环保导向对生态产品创新具有显著正向影响，与生态工艺创新呈倒U型的关系；客户环保导向对生态管理创新具有显著正向影响，与生态产品创新呈倒U型的关系；竞争者环保导向对生态管理创新、生态工艺创新和生态产品创新均具有显著正向影响。第二，不同高管环保意识对不同利益相关者环保导向与不同生态创新的之间调节效应不同。

关键词: 生态创新, 利益相关者环保导向, 高管环保意识, 制度理论, 合法性