Stakeholder Green Pressure and New Product Performance in Emerging Countries: A Cross-country Study

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 in 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 and eco-product innovation. Our findings contribute to ongoing efforts to clarify the mechanisms channelling stakeholder pressures into new product performance in resource-constrained environments.

Automated summary

This article examines how stakeholder green pressures influence eco-product innovation and new product performance in firms operating in resource-constrained countries. The study finds that stakeholder green pressures have positive effects on new product performance, which are mediated by environmental sustainability orientation and eco-product innovation. These findings contribute to understanding the mechanisms through which stakeholder pressures affect new product performance in resource-constrained environments.