Abstract: “Environmental technological innovation has becoming an important step towards sustainable development for emerging country like Malaysia, and market demand is an important determinant of environmental technological innovation. However, stakeholders have neglected demandbased perspective, while designing policies centered on technological (supply) side view. Extant research also constructs a direct mechanism for the market demand–ecoinnovation link. The research reported here, however, provides and investigates an indirect market demand-environmental technological innovation argument where market orientation is a mediator. The current study is motivated to produce this conceptual model for the benefit of policy makers and industry alike.”

Keywords: environmental technological innovation, market demand, market orientation, eco-innovation, sustainable development