Abstract Nowadays, sustainable development has been underlined as critical in relation to firm performance and is becoming a global concern. Green innovation is believed to be a fundamental approach to environmental protection and determines the firms' competitiveness. Many factors drive the success of adopting green innovation. Unfortunately, many studies generally focus on large industries. This study investigates the influence of the firms' external pressure and internal factors simultaneously on the adoption of green innovation in small enterprises in developing countries. We conceptualized the four factors that may determine the successful implementation of green innovation to achieve sustainable performance, including environmental regulations, customer pressure, resources and capabilities, and management commitment. Data were gathered from 160 food sector SMEs in Malang Raya, Indonesia. Data analysis used structural equation modeling with the partial least squares approach (SEM‐PLS). The empirical results conclude the positive effects of customer pressure, resources and capabilities, and commitment management on green innovation, which in turn had a positive on sustainable performance. The results also confirmed that environmental regulations did not significantly impact green innovation. The findings provide valuable contributions and encourage SMEs to foster green innovation's potential for better sustainable performance and competitive advantage. The findings also offer integrated perspectives on how firms should be more innovative toward sustainability.
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