Purpose. The rising food demand around the globe goes hand in hand with the rapid development of the agriculture industry. However, this development at the same time has detrimental effects on the natural environment. Hence, promoting ecological strategies in agriculture is essential for environmental sustainability. This study aims to investigate the institutional determinants of ecological strategies adopted by agricultural exporting firms and how these strategies enhance the firms' competitive advantage and financial performance. Design/methodology/approach. A survey was conducted to collect data from 218 managers of agricultural exporting companies in Vietnam, which is a major exporter of agricultural products. The data were analyzed using different techniques including partial least squares structural equation modeling (PLS-SEM). Findings. The results reveal that market pressure, regulatory pressure and competitive pressure motivate the adoption of ecological strategies among the surveyed agricultural exporting firms. Furthermore, such strategies help these firms obtain competitive advantage, which in turn increases...

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