Abstract
Environmental sustainability has emerged as a global concern, particularly in the agricultural sector. This research examines the impact of green innovation on the quality of financial, environmental, and social performance in agricultural firms in Pakistan. The relationships in the constructs were studied using data from 378 agricultural firms, and the survey was conducted through the PLS-SEM method. As the results indicate, green innovation has a major impact on financial performance, environmental sustainability, and social performance. Environmental and social performance has been identified as playing an intermediary role in the relationship between green innovation and financial performance, indicating that sustainable activities not only are profitable but also enhance profitability. Moreover, on the one hand, the effects of green innovation are amplified, while on the other hand, environmental regulations, firm size, and stakeholder engagement were also recognized as moderating variables. Overall, the findings demonstrate that incorporating environmental considerations into business strategy is essential for value creation, and they highlight the interconnected and sustainable nature of government policies and firm performance.