The Impact of Proactive Environmental Strategies on Ecological Sustainability of Chinese High-Tech Industry

China’s concern toward ecological sustainability has increased to a great extent. This study aims to analyze the impact of proactive environmental strategies on ecological sustainability by understanding the mediating of eco-product, process, and organizational innovation. For this purpose, China’s high-tech industries have been targeted and a survey-based quantitative technique has been applied. 350 questionnaires were distributed among the Chinese staff in the high-tech companies and 319 were received as complete questionnaires that were further analyzed using SPSS and AMOS to analyze the data with confirmatory factor analysis and structural equation modelling. The results indicated a significant impact of PES on ES. The mediation of EPR, EPRD, and EOI has also resulted to be significant between PES and ES. This study has practically contributed to the high-tech sectors of China. There is a great need for the management to apply proactive environmental initiatives that are crucial to gain ecological sustainability.