Eco-Innovation and Firm Sustainability in Emerging Economies: The Role of Consumer Behavior and Green B2B Marketing

Purpose This study aims to examine the effects of eco-innovation on the sustainability of manufacturing firms. It is anchored on the resource-based view (RBV) and designs a moderated mediating model to explore how eco-innovation impacts firm sustainability, particularly in the context of green business-to-business (B2B) marketing and consumer behavior.