The Impact of Customer Pressure and Green Business Strategy on Financial Performance of Logistics Service Providers: The Mediating Role of Green Innovation

This study examines how customer pressure and green business strategy influence the financial performance of logistics service providers (LSPs), with an emphasis on the mediating role of green innovation. Drawing on stakeholder theory, institutional theory, and the resource-based view, data from 288 Vietnamese logistics managers were analyzed using structural equation modeling (SEM). The results indicate that both customer pressure and green business strategy positively affect green innovation and financial performance. Moreover, green innovation mediates these relationships, underscoring its role as the key mechanism through which external and internal drivers are translated into economic gains. This study contributes to the literature by extending research on green innovation to the logistics sector and provides practical insights for managers, demonstrating that investing in eco-innovation enhances both sustainability and profitability