本研究採用Narver與Slater（1990）的觀念將市場導向的文化分為顧客導向、競爭者導向與跨部門協調等三個構面；在生態創新方面，本研究參考Ramus（2001）的研究，將生態創新的採行分為：生態技術創新的採行和生態行政管理創新的採行等二個構面。實證南臺灣2000大製造業中，紡織、造紙與印刷、石化、鋼鐵、電子、資訊與通訊，其生態創新的採行與市場導向的文化之相關性、影響程度與差異性。在90個有效樣本中，研究發現：生態技術創新與行政管理創新的採行與顧客導向、競爭者導向與跨部門協調呈顯著正相關。至於影響程度，在生態技術創新的採行方面，競爭者導向的影響程度較大；生態行政管理創新的採行方面，競爭者導向的影響程度較大；高成長的產業其生態技術創新與生態行政管理創新的採行越多。在差異性方面，不同產業間其生態技術創新與行政管理創新的採行有顯著性差異，一般而言，資訊與通訊業以及電子業均高於其他產業。

This research applies the concept of Narver and Slater (1990) that divides the market-orientated culture into customer orientation, competitor orientation and interfunctional coordination. With respect to eco-innovative, this research refers to Ramus (2001)’ study, it divides the eco-innovative adoption into the eco-technical innovative adoption and the eco-administrative innovative adoption. This paper use the empirical research to verify the relationship, extent and difference between the eco-innovative adoption and the market-orientated culture in top 2000 manufacturing firms for six industries in Southern Taiwan. From 90 effective samples, our empirical results indicate that the eco-technical innovate adoption and the eco-administrative innovative adoption have apparently positive correlation with market-orientated culture- customer orientation, competitor orientation and interfunctional coordination. In respect of the influenced extent, the more influence under the competitor orientation have, the more practices on the eco-technical innovative adopotion will take. The more influence under the competitor orientation have, the more practices on the eco-administractive innovative adoption will take. Industry has the more high growth rate, the more practices on the eco-innovative adoption will take. With regard to the eco-innovative adoption, there are significant differences on different industries. Generally speaking, electronics, information and telecommunication industries than textile industry have more practices on the eco-technical innovative adoption and the eco-administrative innovative adoption.