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Purpose The purpose of this paper is to investigate network mobilization for collective market shaping. The authors focus on sustainable innovations that require broad cross-sectoral mobilization to create collective action among network actors. By drawing on insights from mobilization in innovation and issue networks, the authors shed light on the role of these two different networks in mobilizing collective action and triggering collective market shaping for sustainable innovations. Design/methodology/approach This paper presents a qualitative case study on the commercialization of a new low-carbon eco-concrete. The eco-concrete faces significant challenges in entering the market, due to the construction industry’s entrenched practices and institutional arrangements. These challenges emphasize the critical need for mobilizing collective action to generate the momentum for market change. Findings The findings reveal four types of interplay between mobilization in innovation and issue networks: synergistic and complementary mobilization that can reinforce collective market shaping and conflicting and diluting mobilization that can impede collective action and hinder the market shaping for sustainable innovations. Originality/value This paper contributes to a more comprehensive understanding of the role of mobilization in triggering collective market shaping. In particular, this research sheds light on the early stages of market shaping for sustainable innovations where broad mobilization for collective action is critical.