PurposeThis study investigates the relationship between stakeholders and implementing environmentally sustainable practices (ESPs) by Thai restaurant chains.Design/methodology/approachA survey method using the questionnaire was used to collect data from 400 owners/managers of Thai restaurant chains. The structural equation modeling (SEM) was used to determine the relationship between stakeholders and the implementation of ESPs by Thai restaurant chains.FindingsThe finding revealed that both primary and secondary stakeholders significantly influence implementing ESPs, with no moderating effect of environmental knowledge on primary stakeholders regarding implementing ESPs.Practical implicationsThe results can help restaurant chain businesses understand how stakeholder power, in response to their regular interactions and societal expectations, affects the implementation of ESPs.Originality/valueThis study is among the first study to investigate the effects of stakeholder pressure on the implementation of ESPs in Thai restaurant chains in Thailand. By looking at restaurant chains, the authors add to the body of knowledge on ESPs in the hospitality sector and offer insights on the role of stakeholders and the moderating role of environmental knowledge.