The Malaysian furniture industry, a major global exporter, is increasingly challenged to incorporate sustainability into product development processes while managing environmental, operational, and market-related risks. In response to intensifying regulatory pressures and dynamic customer expectations, this study examines the effects of eco-product innovation and eco-process innovation on sustainability risk management, emphasizing the moderating influence of market turbulence. Drawing on the Resource-Based View (RBV) and Institutional Theory, a quantitative survey was conducted with 105 Malaysian furniture manufacturers. Structural Equation Modeling (SEM) using SmartPLS was employed to analyze the data and validate the proposed research model. The results demonstrate that eco-product innovation significantly improves sustainability risk management, particularly under conditions of high market turbulence, suggesting that product-oriented eco-innovation strategies enhance organizational resilience in volatile environments. Conversely, eco-process innovation does not exhibit a significant direct effect on sustainability risk management, highlighting potential barriers in translating process improvements into risk mitigation outcomes. The findings provide critical insights into the strategic importance of eco-product innovation for firms operating in highly competitive and unpredictable markets. Practical implications are offered for industry practitioners seeking to strengthen their sustainability performance, as well as for policymakers aiming to design supportive regulatory frameworks that foster targeted eco-innovation initiatives within the Malaysian furniture sector.