“…Nowadays, the environmental pressures on the Planet have increased to an extent never seen before (The World Bank, 2017; Wiedmann et al, 2015) and they are responsible for huge damages to the ecosystems, as global climate change and loss of biodiversity (IPCC, 2014; Madreimov & Li, 2019; Weber, Peters, Guan, & Hubacek, 2008), which, in turn, have consequences from the economic perspective (do Prado et al, 2020). Therefore, one of the greatest issues at the global level concerns the enhancement of the environmental performance of production and consumption activities, for example, by promoting eco‐innovations and green products (Dangelico, 2016; Fraccascia, Giannoccaro, & Albino, 2018; Song, Wang, & Ma, 2020).…”