Despite the burgeoning literature on stakeholder green pressure, research is scarce on how it influences eco-product innovation and new product performance. This article examines stakeholder green pressures as antecedents of eco-product innovation and new product performance of firms operating in resource-constrained countries. Using data gathered from surveys in Vietnam (N=183) and Ghana (N=217), we find that the positive effects of stakeholder green pressures on new product performance are serially mediated by environmental sustainability orientation (ESO) and eco-product innovation. Our findings contribute to the ongoing efforts to clarify the mechanisms channelling stakeholders’ pressures into new product performance in resource-constrained environments.
|Journal||British Journal of Management|
|Publication status||Accepted for publication - 20 Jan 2022|
- new product performance
- environmental and social governance