...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...

... regulations Green product innovation Green process innovation Sustainable marketing activities Strategic performance As countries worldwide face the dual challenges of combating climate change and sustaining economic development, the importance of environmental sustainability is more evident than...

...) 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...