“…According to current management literature, the implantation of such eco‐innovative practices can be interpreted as a response to stakeholders' environmental demands and preferences (Ayuso, Rodríguez, & Ricart, ; Cunico, Cirani, Lopes, & Jabbour, ; Ryszko, ; Yarahmadi & Higgins, ). Several studies provide empirical evidence showing that intensity of stakeholder pressure is a factor that promotes proactive environmental strategies, based on technological and organizational environmental improvement measures that exceed regulatory requirements (Christmann, ; Ferrón‐Vilchez, Darnall, & Aragón‐Correa, ; Murillo‐Luna, Garcés‐Ayerbe, & Rivera‐Torres, ; Sharma & Henriques, ; Valero‐Gil, Scarpellini, Garcés‐Ayerbe, & Rivera‐Torres, ).…”