Motivations towards environmental innovation

Purpose - The purpose of this paper is to examine the green innovation literature using a conceptual framework developed to explain the driving forces behind environmental cooperative activities of firms. The framework links motivations to the different type of partners in the context of environmental innovations. Design/methodology/approach - Literature on innovation, environmental innovation, sustainable development and strategic management is examined in order to build the conceptual framework. Findings - This paper suggests that firms cooperate with governmental agencies, NGOs, suppliers, customers and industry associations to comply with environmental laws and regulation, obtain legitimacy as well as acquire competency (i.e. access to resources such as funds, knowledge and skills). However, only competency‐oriented motivation stimulates organisations to cooperate with competitors and knowledge leaders. Research limitations/implications - The model developed is conceptual and qualitative in nature. More research that is empirical needs to be conducted to test for the validity of the six formulated propositions. Originality/value - The significance of this paper is twofold. First, it integrates two different strategic management theories: resource‐based and institutional theories in explaining cooperative environmental motivations. Second, it develops a framework that provides a basis for more theoretical and empirical studies.