Document Type: Original Research Paper
Management Department, Universitat Politècnica de València, Spain
Faculty of Social Sciences. University of Castilla-La Mancha, Spain
Eco-innovation is an actual topic as it links two key issues, innovation and sustainability. The
environmental respect and innovation are important drivers of competitiveness. Firms are willing to know
what to do to improve their eco-innovative capacity. The objective of this paper is to empirically determine
what common characteristics have the most environmental oriented innovative firms. We analyze data retrieve from the Spanish Technological Innovation Panel (PITEC) from 7682 Spanish firms using a two step approach. Results show the impact of certain variables in determining the environmental orientation of companies. More specifically, process and product orientation while innovating was reveled as crucial aspects in determining the environmental orientation of firms. Moreover, results showed the lower relative impact of the importance of market, institutional and technical information sources. Based on these results, we can determine which company’s behavior has to be promoted to get companies focused on environmental aspects. Important managerial and policy making implications are derived from the study.