The role of environmental proactivity to explain the relationship between the stakeholder pressure and environmental strategy of wineries, both at process and product levels, is analyzed. We have applied a model of structural equations to a sample of 312 Spanish wineries. Consistent with prior research, the findings show a positive relationship betweenstakeholder pressure and the implementation of environmental strategies. It has been demonstrated both for operational environmental strategy (process level) and for environmental marketing strategy (product level) in an industry that had not been previously analyzed in the literature, that is, wineries. Since the influence of stakeholder pressure on the environmental strategy is greater through environmental proactivity, we found that environmental proactivity mediates the stakeholder pressure–environmental strategy relationship partially. This relevant novelty suggests that to enhance the integration of the environment into the business strategy, wineries’ managers should be informed and aware of the need to respond proactively rather than reactively to the stakeholder pressure. Our findings provide empirical support for stakeholder theory in a particular sector in Spain. Stakeholders pressure influences positively and significantly in the operational environmental strategy (regarding the process) and in the environmental marketing strategy (regarding the product) as well as environmental proactivity of the Spanish wineries. Environmental proactivity mediates the relatihonship between stakeholder pressures and environmental strategy with respect to the process and product of wineries. Size influences environmental proactivity and stakeholder pressure, but not environmental strategy of the wineries, neither at the operational level nor at the marketing level.

中文翻译：

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环境主动性对西班牙酿酒厂利益相关者压力和环境战略影响的中介作用

分析了环境主动性在解释利益相关者压力与酿酒厂环境战略之间关系的作用，包括过程和产品层面。我们已将结构方程模型应用于 312 家西班牙酿酒厂的样本。与先前的研究一致，研究结果表明利益相关者的压力与环境战略的实施之间存在正相关关系。在以前没有在文献中分析过的行业（即酿酒厂）中，它已在运营环境策略（过程级别）和环境营销策略（产品级别）中得到证明。由于利益相关者压力对环境战略的影响通过环境主动性更大，我们发现环境主动性部分地调节了利益相关者压力-环境战略关系。这一相关的新颖性表明，为了加强环境与业务战略的整合，酿酒厂的经理应该被告知并意识到需要主动响应而不是被动地应对利益相关者的压力。我们的研究结果为西班牙特定部门的利益相关者理论提供了实证支持。利益相关者的压力对运营环境战略（关于过程）和环境营销战略（关于产品）以及西班牙酿酒厂的环境积极性产生积极和显着的影响。环境积极性调节了利益相关者压力与酿酒厂工艺和产品方面的环境战略之间的关系。规模会影响环境积极性和利益相关者的压力，但不会影响酿酒厂的环境战略，无论是在运营层面还是营销层面。