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Abstract
This study examined green innovation influences on the relationship between business organisation corporate sustainability and its performance related to market share, profitability, and market positioning. Participants (n = 432) were from the hospitality (n = 138), agribusiness (n = 74), manufacturing (n = 105) and professional services (n = 115) industries of Ghana (female = 38%; mean age = 34.6 years, SD = 0.897 years, age range = 18–60 years). Data analysis using partial least square structural equation modelling indicated environmental, social, and economic sustainability were associated with firm market performance through the offering of value-added green products and services that satisfy market needs, demands, and expectations. Green innovation practices of the organisation had an indirect effect on the relationship between corporate sustainability practices and firm performance through the conversion and utilisation of novel green knowledge and resources to commercialise new improved green products and services. The findings offer support for the natural resource-based view of firms’ competitive edge using eco-innovation for sustainable market and operational performance.