...Saira Begum; Wang Dong; Khuram Shahzad; Trong Tuan Luu; Muhammad Ashfaq Purpose Developing eco-friendly businesses through green process innovation and green product innovation has become prevalent in generating profits and demonstrating environmental responsibility. However, contemporary...

... and regulatory pressures and conceptualize them in the context of DC. © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Environmental regulations Green product innovation Green process innovation Sustainable marketing activities Strategic performance...

...) and green process innovations (GPrI) mediating factors, further assess the role of data-driven competitive sustainability factor as a moderated factor. Design/methodology/approach 436 useable online surveys were analyzed using the quantitative approach for the data-gathering process, applying structural...