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.
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Adomako et al. (2022) studied this question.