Appiah, Listowel OwusuEssuman, Dominic2024-11-292024-11-292024-11Appiah, L.O., & Essuman, D. (2024). How do firms develop and financially benefit from green product innovation in a developing country? Roles of innovation orientation and green marketing innovation. Business Strategy and the Environment, 33(7), 7241–7252. https://doi.org/10.1002/bse.3864.2572-3170 (online)10.1002/bse.3864http://hdl.handle.net/2263/99679While previous research has explored the antecedents and outcomes of green product innovation, empirical evidence remains inconclusive. This study draws on the contingent natural resource–based view to conceptualize how innovation orientation enables firms to develop green product innovation to enhance financial performance, especially where they emphasize green marketing innovation. The study tests its hypotheses using primary survey data from 347 small and medium enterprises (SMEs) in Ghana and PROCESS as an analytical tool. The results suggest that innovation orientation has a positive relationship with green product innovation and that green product innovation mediates the relationship between innovation orientation and financial performance. Additional results indicate that green product innovation contributes more to financial performance under increasing levels of green marketing innovation. The article sheds new light on how firms can combine innovation orientation, green product innovation, and green marketing innovation to boost financial performance in a developing country.en© 2024 The Author(s). Business Strategy and the Environment published by ERP Environment and John Wiley & Sons Ltd. This is an open access article under the terms of the Creative Commons Attribution License.Contingent natural resource–based viewGhanaGreen innovationGreen marketing innovationInnovation orientationLow-resource contextSDG-09: Industry, innovation and infrastructureSDG-12: Responsible consumption and productionSmall and medium-sized enterprises (SMEs)Article