“…However, successfully leveraging green innovation as a strategic resource may require buyer‐driven knowledge transfer mechanisms and knowledge acquisition capabilities within the firm (Awan, Arnold, et al, 2021; Awan, Nauman, et al, 2021), investment in research and development (Duque‐Grisales et al, 2020), support from top management to establish technological capabilities (Awan, Sroufe, et al, 2021; Forcadell et al, 2021), cross‐functional integration within the firm, development of a network of strategic partners (Dangelico, 2016) and implementation of green marketing programmes (Han et al, 2019). Firms, on the one hand, recognise sustainability initiatives for developing strategic resources from committed relationships with stakeholders and a positive reputation for the firm (Bangsa & Schlegelmilch, 2019; Brulhart et al, 2019; Gunarathne et al, 2021). For instance, firms prioritising sustainability initiatives often receive an optimistic assessment from financial analysts, which, in turn, helps attract long‐term investments (Durand et al, 2019; Jia et al, 2020).…”