Purpose – Eco-labeling will grow in importance as natural resources grow scarcer and environmental concerns increase. This study considers team collaboration and integration capability to examine the possible effects of team member’s shared vision on the performance of marketing eco-labeled products.
Design/methodology/approach – Theoretical perspectives on shared vision, integration capability and team collaboration were studied to evaluate the development of eco-labeled products and to improve their marketing performance. A total of 247 eco-label products were sampled; confirmatory factor analysis (CFA) and structural equation modeling (SEM) were utilized for statistical analysis.
Findings – The results demonstrate that team members’ shared vision is positively correlated with team collaboration. Both team collaboration and integration capability are positively correlated with the performance of eco-labeled product marketing, but shared vision does not correlate positively with integration capability. The results herein also demonstrate that team collaboration significantly mediates the effect of shared vision on the performance of eco-labeled product marketing.
Practical implications – An effective shared vision can rapidly clarify the goals and directions associated with eco-labeled marketing performance. Managers with high expectations of marketing performance can improve marketing performance when they clearly share eco-labeled product development objectives and directions. Proper integration capability and team collaboration are also essential to the performance of eco-labeled product marketing.
Originality/value – This study introduces the concept of shared vision to explain the relationship between team collaboration and integration capability as they pertain to eco-labeling product marketing. A theory of eco-labeling marketing is also presented.