Does Competitive Pressure Matter in the Nexus Among Environmental Commitment Capability, Green Procurement Practices and Green Market Performance?

Although prior studies acknowledge the importance of environmental commitment to sustainable organisational outcomes, they report inconsistent performance returns from environmental commitment capability, suggesting that strategic intent alone is insufficient unless it is channelled through effective organisational routines and shaped by competitive conditions. Thus, drawing on the natural resource‐based view and institutional theory, this study examines how environmental commitment capability influences green market performance through green procurement practices and how competitive pressure conditions this process. Using firm‐level survey data from 220 Ghanaian firms, we analysed the data using structural equation modelling and the PROCESS Macro. The results showed that environmental commitment capability has a positive influence on green market performance both directly and indirectly through green procurement practices. The results further show that competitive pressure strengthens the indirect relationship, that is, external market forces amplify the effectiveness of environmentally oriented procurement initiatives. By integrating internal capability development with external institutional and competitive contingencies, this study advances sustainability and supply chain literature by explaining how environmental commitment is translated into market value. The findings of the study further identify green procurement as a central transmission mechanism and position competitive pressure as a boundary condition that determines when environmental commitment becomes strategically meaningful, rather than merely symbolic.