Tomando como base a definição de Kemp & Pearson (2008), a ecoinovação pode ser conceituada como a produção, a aplicação ou a exploração de um bem, serviço, processo de produção, estrutura organizacional, ou método de gestão ou negócios, que seja novo para a empresa ou usuário, e que resulte, por todo seu ciclo de vida, na redução dos riscos ambientais, da poluição, e do impacto negativo do uso dos recursos, incluindo o uso de energia, comparado às alternativas relevantes. Muito recentemente, tem se observado uma lacuna quanto ao modo como o conhecimento é organizado e se desenvolve para gerar inovações em eco-processos e em eco-produtos. Deste modo, optou-se pelo emprego de um estudo multicasos em empresas do Estado de São Paulo, as quais passaram por uma reestruturação na sua estratégia para inovação e possuem na sua essência o foco em atividades em PD&I, assim como uma preocupação com a melhoria ambiental dos seus processos e produtos e uma trajetória voltada para a entrada em novos negócios a longo prazo. A principal contribuição desta pesquisa foi que, partindo-se do fato das práticas e tarefas de gestão do conhecimento atuarem como mecanismos de transferência de conhecimento para a construção das ecoinovações, foi possível estabelecer uma representação de como isso ocorre nos projetos (i.e. identificação de práticas que influenciam na geração de ecoinovações em processo e em produto). As práticas concedem uma visão mais aplicada e prática aos modos de conversão de conhecimentos. As práticas são associadas às tarefas desempenhadas dentro dos projetos. Cada uma das tarefas tem um foco para processo ou para produto. Conforme observado nos casos, algumas práticas podem conceder maior ênfase a processos, a produtos, ou até mesmo aos dois. Partindo-se disto portanto, torna-se possível a compreensão de como a conversão de conhecimento ocorre para a geração de ecoinovações em processo e em produto. De acordo com a análise executada, foi comprovada a ênfase nas inovações em eco-processos, devido ao fato destas se apoiarem nas competências, no treinamento e no conhecimento técnico (tecnologias), concedendo ênfase aos processos. A ênfase em eco-processos foi refletida pelos projetos de desenvolvimento de novas tecnologias para pré-tratamento da biomassa, pelo desenvolvimento de processo de produção de biodiesel com catalisadores enzimáticos, e pelo desenvolvimento de processo de produção de bioquerosene para aviação. Foi observado que a conversão de conhecimento por meio dos seus quatro modos ocorre em todos os projetos, tanto para a geração de eco-processos, quanto para a geração de eco-produtos inovadores. Conforme observado na análise, os projetos concedem ênfase às energias renováveis (processo de produção ou etapas individuais), que são sistemas alternativos de produção e consumo que envolvem uma mudança global em nível de consumo, infra-estrutura organizacional e conhecimentos para a sua geração. / Based on the definition of Kemp & Pearson (2008), eco-innovation can be defined as the production, application or operation of a good, service, production process, organizational structure, or method of management or business, that is new to the company or user, which results, throughout their life cycle, reducing environmental risks, pollution, and the negative impact of the use of resources, including energy use, compared to relevant alternatives. Very recently, it has been observed a gap as to how the knowledge is organized and developed to generate innovations in eco-processes and eco-products. Thus, we opted for the use of a multi-case study in companies of the State of São Paulo, which went through a restructuring in its strategy for innovation and have in essence the focus on activities in RD & I, as well as a concern with improving environmental impact of its processes and products and a path toward the entry into new long-term business. The main contribution of this research was that, starting from the fact that the practices and knowledge management tasks act as knowledge transfer mechanisms for the construction of eco-innovations, it was possible to establish a representation of how this occurs in the projects (ie identifying practical that influence the generation of eco-innovations in process and product). The practical grant a more applied and practical vision to knowledge conversion modes. The practices are associated with tasks performed within the project. Each task has a focus for process or product. As noted in the cases, some practices may allow greater emphasis on processes, products, or even both. Starting from it therefore becomes possible to understand how the knowledge conversion occurs to generate eco-innovations in the process and product. According to the analysis performed, it was proven the emphasis on innovations in eco-processes, due to the fact these build upon the skills, training and technical knowledge (technology), giving emphasis to the processes. The eco-emphasis process has been reflected by the project development of new technologies for pretreatment of biomass for the development of the biodiesel production process of enzymatic catalysts and the development of biokerosene production process for aviation. It was observed that the conversion of knowledge through their four modes occurs in all designs both for generating eco-processes and for the generation of innovative eco-products. As noted in the analysis, the projects give emphasis to renewable energy (production process or individual steps), which are alternative systems of production and consumption involving a global shift in consumption level, organizational infrastructure and knowledge for his generation.

The European Union has adopted a range of policies aiming at reducing greenhouse gas emissions from road transport, including setting binding targets for tailpipe CO2 emissions for new light-duty fleets. The legislative framework for implementing such targets allows taking into account the CO2 savings from innovative technologies that cannot be adequately quantified by the standard test cycle CO2 measurement. This paper presents a methodology to define the average productivity of vehicle-mounted photovoltaic roofs and to quantify the resulting CO2 benefits for conventional combustion engine-powered passenger cars in the European Union. The method relies on the analysis of a large dataset of vehicles activity data, i.e. urban driving patterns acquired with GPS systems, combined with an assessment of the shading effect from physical obstacles and indoor parking. The results show that on average the vehicle photovoltaic roof receives 58% of the available solar radiation in real-world conditions, making it possible to reduce CO2 emissions from passenger cars in a range from 1% to 3%, assuming a storage capacity of 20% of the 12 V battery dedicated to solar energy. This methodology can be applied to other vehicles types, such as light and heavy-duty, as well as to different powertrain configurations, such as hybrid and full electric.

Sustainability and eco-innovation trends in business are increasingly diffused globally. The quest for sustainable materials to overcome the alarming global tendency of plastic ubiquity is one of the main reasons for such trends. It draws the attention of international actors in the business ranging from a big incumbent multinational company to a small but international firm. The phenomenon of a small firm that quickly becomes global is pervasive and contributes crucially to the global economy. Due to the born global (BG) novelty, internationalization in BG firms has been elaborated primarily in a general context, excluding the firms and industry-particular characteristics. The study aims to understand the internationalization process of a BG firm equipped with an eco-innovation context at the early stage in the biocomposite industry, using an effectual approach as conceptual lenses. The conceptual lens creates interplay among the combined international business area,  international entrepreneurship, and emerging eco-innovation field through the embedded effectuation principles. The study embraces an inductive case study approach which involves 12 participants from international actors and members of BG firms in semi-structured interviews. Furthermore, the industrial context of the study revolves around the biocomposite industry and its network to view eco-innovation nuance. The research found that Eco-innovation technology competence becomes the available means to internationalize for BG firm. Moreover, it is concluded that the effectuation theory is reliable both to be used by researchers in analyzing the phenomenon and dominantly used by the entrepreneur in internationalizing their business in uncertain time such as the early stage of internationalization. BG firm utilizes the contingencies through a learning process iteratively but at a quick pace due to their alliance with the network, but the business form is more effectually transformed instead of incrementally changing and well-planned.  The use of a formal causation approach was present yet limited during the process. The findings of this study add to the existing literature of internationalization by incorporating eco-innovation, as well as bridging the gap between eco-innovation, international business, and entrepreneurship literature.

It is universally acknowledged that environmental protection has become one of the most pressing global issues in the last decades. Green technology is indispensable to finding less damaging alternatives, and no innovation is carried out without investment. In contribution to environmental economics, the purpose of this thesis is to provide empirical evidence on whether green investment has a relationship with eco-innovation in the European Union (EU). The study draws on a theoretical framework that combines Romer's endogenous growth theory and the Ecological Modernization theory. Based on this framework, the hypothesis expected is a positive impact of green investment on eco-innovation. The analysis utilizes data on environmental protection investment as a measure of green investment, and environmental-related technology patents as a measure of eco-innovation. A panel data analysis is conducted from the years 2013 to 2019 on EU countries, employing random effects model to regress the relationship between the two variables. The results provide statistically significant evidence that green investment has a positive impact on eco-innovation.

The researcher has investigated what factors influence a startup in an international public-private-partnership (PPP). The researcher has designed an exploratory study with a case study on Greenely, which is a Stockholm-based startup that has developed an application to monitor the household’s electricity consumption. The theoretical framework covers topics such as the diffusion of innovations (in particular eco-innovations in the form of smart meters in Europe), business models, the Business Model Canvas, and public-private-partnerships. The researcher conducted semistructured interviews with employees of the municipality of Cesena, Italy and with employees of Greenely, which is interested in expanding its offerings to Italy via partnerships. This study has shown that the factors that should influence a  tartup in an international PPP are, mainly, five: Funding, Language and cultural identity, Timeline, Common vision and Bureaucracy. The factors “Funding” and “Common vision”, in particular, influence the PPP the most.

Eco-innovation is crucial for companies to balance environmental compliance with profitability. It involves implementing more efficient resource use and reducing harmful environmental effects. However, eco-innovation requires significant resources and corporate commitment. This thesis examines how sustainability affects firms’ performance and how some firms’ structures influence this relationship. Three articles are included: one studies the moderating role of the supply chain network in the relationship between corporate environmental and financial performance; the second studies how board gender diversity impacts eco-innovation through a moderated mediation model introducing the CSR committee as a mediator and board-independent members as a moderator; and the third studies the link between eco-innovation and productivity in reducing GHG emissions.

Determinants influencing consumer eco-innovation adoption and green curtailment behaviors in a travel context are at the center of this thesis. Previous research on green consumer behavior has uncovered that internalized personal attitudinal factors such as values, beliefs, and norms are influential in determining mainly non-consumption and post-purchase behaviors. This thesis extends the understanding of a moral basis of green consumer behavior by exploring the influences of attitudinal factors on both car curtailment behaviors, and on consumer adoption of a high involvement eco-innovation – the alternative fuel vehicle. The integrated influences of innovation specific characteristics, car habits, knowledge and social norms, are also examined. Furthermore, differences between AFV adopters and non-adopters are explored, and the notion of consumers performing purchase and curtailment behaviors for different reasons is utilized in the development of nuanced profiles of three distinct consumer groups. Four studies, which build on two quantitative data collections on adopters and non-adopters of AFVs in Swe­den, are included in this thesis. In the first study, similarities and differences among adopters and non-adopters of AFVs, and the effects of attitudinal factors (values, beliefs, and norms), knowledge, and sociodemo­graphics on the adoption decision are analyzed. The results show that knowledge and personal norms are strong predictors of AFV adoption and that the VBN theory is applicable in this context. The main implication from the study is that high-involvement green purchase deci­sions, such as eco-innovation adoption, can be viewed as morally based. In the second study, a set of determinants influencing both curtailment of car use and willing­ness to adopt a less environmentally harmful vehicle are analyzed. Biospheric values, per­sonal proenvironmental norms, and car habit strength are found to influence both types of behaviors in different ways. The main implication from this study is that green purchase deci­sions and curtailment behaviors within a specific context are determined by partly different factors but personal norm is a strong predictor of both types of behaviors. The third study extends the findings from the previous one in segmenting consumers on cur­tailment behaviors and proenvironmental purchases. Three distinct types of consumers emerge from the data. The Non-greens are found to exhibit the lowest levels of green attitudes and behaviors, and the strongest car habits. The Curtailers are distinguished by performing primar­ily reductionist behaviors, and by being the most willing to reduce negative environ­mental impact of car use. The Ecovators are found to be the most inclined to purchase eco-innovations and also display the greenest values. The study shows that green consumers are a heterogeneous group that can be separated on the basis of green curtailment behaviors and proenvironmental purchase decisions, and that there seems to be no inherent contradiction in being an early adopter of new green technology (such as the AFV) and also having high levels of proenviron­mental values, beliefs, and norms. In the final study, innovation specific characteristics and consumer innovativeness factors are integrated with normative and attitudinal determinants influencing AFV adoption. The results show that personal and social norms, consumer novelty seeking, and four perceived innovation characteristics influence the adoption decision. Differences between AFV adopters’ and non-adopters’ ratings of AFV specific attributes are also analyzed. The contribution of this study is the integration of VBN theory and the DOI framework and the empirical conclusion that eco-innovations need to deliver on both traditional and proenvironmental attributes in order to be perceived as attractive by consumers. In sum, this thesis demonstrates the importance of proenvironmental personal norms for consumer adoption of a high involvement eco-innovation such as the AFV.

A adoção de rotas tecnológicas ambientalmente sustentáveis é uma estratégia acertada para empresas que queiram manter ou melhorar suas posições de mercado e contribuir para a prevenção e adaptação às mudanças climáticas globais. É nessa perspectiva da inovação e da sustentabilidade que este estudo avaliou a influência da cooperação em P&D e das ecoinovações sobre o desempenho socioeconômico de 221 fabricantes de produtos elétricos e eletrônicos. As teorias de Gaia, do Holismo e a teoria evolucionária da inovação predominantemente orientaram o estudo. Os dados foram coletados em 2017 e processados via SmartPLS®3. Por meio da técnica de Modelagem de Equações Estruturais o modelo conceitual do estudo foi validado com 99% de confiabilidade (p<0,01), demonstrando com originalidade que a cooperação em P&D e as ecoinovações explicaram satisfatoriamente em 51,3%o desempenho socioeconômico das empresas pesquisadas. Três hipóteses comprovaram que a cooperação em P&D com parceiros tecnológicos influenciou positivamente a introdução de ecoinovações de produto, ecoinovações de processo e ecoinovações organizacionais nas empresas investigadas. Duas hipóteses comprovaram que ecoinovações de produto e ecoinovações organizacionais influenciaram positivamente o desempenho socioeconômico das empresas. Uma hipótese não comprovada demonstrou que ecoinovações de processo não influenciaram positivamente o desempenho socioeconômico das empresas. Dos atributos de ecoinovação, três não foram validados estatisticamente: a simplificação das embalagens, a simplificação da construção e a eficiência energética dos produtos desenvolvidos. Apesar de os atributos não validados demonstrarem atraso tecnológico dos produtos elétricos e eletrônicos, há predominância de uma rota tecnológica ambientalmente sustentável nas empresas, o que é um visível diferencial competitivo. São notáveis as implicações deste estudo a partir dos emergentes paradigmas da economia circular e da economia verde. Se cooperação em P&D e ecoinovações permitiram resultados socioeconômicos satisfatórios, em empresas distintas usuárias de minerais e de energia elétrica, então cai por terra o paradigma da inovação poluidora, que ignora que recursos naturais são finitos. Fica evidente que o paradigma Triple Bottom Line, que considera o equilíbrio entre as dimensões ambiental, social e econômica, possui base viável para a indústria do terceiro milênio. Emerge nas empresas a responsabilidade de ancorar a mudança tecnológica em todos os elos de suas cadeias de valor, desde a extração de matérias primas da natureza até a educação de consumidores para o uso e descarte consciente de produtos. É possível sugerir que não corrigir a rota tecnológica baseada no paradigma econômico dos excessos sobre os recursos planetários pode ser qualificado como responsabilidade corporativa de lesa ao Planeta. Ademais, indústrias e cadeias de valor de base poluidora parecem estar fadadas ao desaparecimento. Os resultados deste estudo são restritos à amostra de indústrias investigadas no Brasil. Temas com potencial de pesquisa emergem em simbiose e biomimética industrial, sistemas de ecoinovação em Smart Cities, ecoinovação social, ecoinovação de marketing e ecoinovações na Indústria 4.0. / The adoption of environmentally sustainable technology routes is a sound strategy for companies that want to maintain or improve their market positions and contribute to the prevention and adaptation to global climate change. In this perspective of innovation and sustainability, this study evaluated the influence of cooperation in R & D and of eco-innovations on the socioeconomic performance of 221 manufacturers of electric and electronic products. The theories of Gaia, Holism and the evolutionary theory of innovation predominantly guided the study. Data were collected in 2017 and processed via SmartPLS®3. Through the Structural Equation Modeling technique, the conceptual model of the study was validated with 99% reliability (p<0,01), showing with originality that the cooperation in R & D and the eco-innovations satisfactorily explained the socio-economic performance of the companies surveyed in 51.3%.Three hypotheses have proved that cooperation in R & D with technological partners positively influenced the introduction of product eco-innovations, process eco-innovations and organizational eco-innovations in the companies investigated. Two hypotheses have shown that product eco-innovations and organizational eco-innovations have positively influenced the companies\' socioeconomic performance. An unproven hypothesis showed that process eco-innovation has not positively influenced the companies\' socioeconomic performance.From the eco-innovation attributes, three have not been statistically validated: the simplification of packaging, the simplification of construction and the energy efficiency of developed products. Although the non-validated attributes demonstrate technological backwardness of the electrical and electronic products, there is a predominance of an environmentally sustainable technological route in companies, which is a visible competitive edge. The implications of this study are noteworthy from the emerging paradigms of the circular economy and of the green economy. If cooperation in R & D and eco-innovations have enabled satisfactory socioeconomic outcomes, in companies which are distinct users of minerals and electricity, then it falls down the paradigm of polluting innovation that ignores that natural resources are finite. It is clear that the Triple Bottom Line paradigm, which considers the balance between the environmental, social and economic dimensions, has a viable basis for the industry of the third millennium. Companies have the responsibility to anchor technological change at every link in their value chains, since the extraction of raw materials from nature up to the education of consumers for the conscious use and disposal of products. It is possible to suggest that not correcting the technological route based on the economic paradigm of excesses on the world\'s resources can be qualified as a harmful corporate responsibility to the Planet.In addition, polluter-based industries and value chains seem to be doomed to disappear. The results of this study are restricted to the sample of industries investigated in Brazil. Topics with potential for future research emerge in symbiosis and industrial biomimetics, eco-innovation systems in Smart Cities, social eco-innovation, marketing eco-innovation and eco-innovations in Industry 4.0.

Preocupações com sustentabilidade ambiental são recorrentes tanto no meio acadêmico, como no meio empresarial. Elas ecoam ao se pensar no crescimento econômico chinês e nos impactos das atividades produtivas no meio ambiente. A China é o país emergente com as maiores taxas de crescimento econômico no mundo, porém sua imagem também reflete sua vulnerabilidade com relação à ecologia. Tendo isso em consideração e procurando compreender como isso repercute nas operações internacionais, esta tese estuda os determinantes estratégicos das empresas chinesas em operação no Brasil, pelas lentes teóricas do tripé da estratégia. A sustentabilidade ambiental se operacionalizou em ecoeficiência, termo desdobrado em eco-inovação, eco-reputação e manufatura verde. Dado que os aspectos estratégicos direcionam as ações empresariais, isto se torna ainda mais complexo ao se analisar a operação internacional, uma vez que além dos aspectos internos e de mercado, a empresa é influenciada por forças institucionais relacionados com seu mercado de origem e com o mercado de destino das vendas externas. Esta tese inova ao relacionar aspectos do tripé da estratégia com as estratégias de ecoeficiência de empresas chinesas no Brasil. São utilizadas técnicas quantitativas para testar as hipóteses. A análise é feita utilizando modelo de equações estruturais, com o software SmartPLS v3. Os resultados indicam que há associação positiva entre os recursos internos da empresa e ações de ecoeficiência nos seus três desdobramentos (eco-inovação, eco-reputação e manufatura verde). No caso da visão baseada na indústria, encontrou-se associação positiva com manufatura verde e eco-reputação, mas não com as iniciativas de eco-inovação. Os aspectos institucionais do mercado brasileiro não puderam ser associados com nenhuma das iniciativas de ecoeficiência. Esta tese contribui para o entendimento de determinantes estratégicos na adoção de iniciativas ambientais, ao indicar a importância dos recursos na implantação dessas estratégias. Não se confirma a importância da vertente institucional no modelo teórico-conceitual, o que mostra limitação à extensão dessa teoria. Os resultados, do ponto de vista gerencial, mostram que as forças de mercado estimulam as empresas a empreender em iniciativas de eco-reputação e os processos de manufatura. Contudo, verifica-se que os aspectos de eco-inovação nas empresas chinesas ainda não foram influenciados pelas demandas do mercado brasileiro. / Concerns about environmental sustainability are recurrent both in academy and in business. This concern echoes especially because of the impact of Chinese productive activities on the environment. China is an emerging country with the highest economic growth rates in the world, but its image also reflects their vulnerability on ecological issues. Taking this into consideration, this thesis studies the strategic determinants of Chinese companies operating in Brazil by the theoretical lenses of strategic tripod. Environmental sustainability is operationalized into eco-efficiency, a term translated into eco-innovation, eco-reputation and green manufacturing. To the extent that strategy directs business actions, it becomes even more complex when analyzing the international operation, as well as internal aspects and market, the company is influenced by institutional forces from home market and the target market of foreign sales. This thesis contributes to relate aspects of the strategy tripod with the eco-efficiency strategies of Chinese companies in Brazil. This thesis contributes to relate the strategy tripod with the eco-efficiency strategies of Chinese companies. To this end, methodology was quantitative, with data collected and examined in order to confirm or refute the hypothesis. They were analyzed by structural equation model, with SmartPLS v3 software. The results indicate that there is a positive association between the internal resources and eco-efficiency in its three developments (eco-innovation, eco-green reputation and manufacturing). About the industry-based view, there is a positive association with green manufacturing and eco-reputation, but not with eco-innovation initiatives. Brazilian institutional aspects could not be associated with any of the eco-efficiency strategies. To literature, this thesis contributes to the understanding of strategic determinants on adopting environmental initiatives. It highlights the importance of resources in the implementation of eco strategies. However, tests do not confirm the importance of institutional aspects in the theoretical-conceptual model, which exposes the limited extent of this theory. From the managerial side results show that market forces encourage companies to engage in eco-reputation and green manufacturing process initiatives. However, it appears, according to the data, which aspects of eco-innovation in Chinese companies have not been influenced by the Brazilian market demands.

Preocupações com sustentabilidade ambiental são recorrentes tanto no meio acadêmico, como no meio empresarial. Elas ecoam ao se pensar no crescimento econômico chinês e nos impactos das atividades produtivas no meio ambiente. A China é o país emergente com as maiores taxas de crescimento econômico no mundo, porém sua imagem também reflete sua vulnerabilidade com relação à ecologia. Tendo isso em consideração e procurando compreender como isso repercute nas operações internacionais, esta tese estuda os determinantes estratégicos das empresas chinesas em operação no Brasil, pelas lentes teóricas do tripé da estratégia. A sustentabilidade ambiental se operacionalizou em ecoeficiência, termo desdobrado em eco-inovação, eco-reputação e manufatura verde. Dado que os aspectos estratégicos direcionam as ações empresariais, isto se torna ainda mais complexo ao se analisar a operação internacional, uma vez que além dos aspectos internos e de mercado, a empresa é influenciada por forças institucionais relacionados com seu mercado de origem e com o mercado de destino das vendas externas. Esta tese inova ao relacionar aspectos do tripé da estratégia com as estratégias de ecoeficiência de empresas chinesas no Brasil. São utilizadas técnicas quantitativas para testar as hipóteses. A análise é feita utilizando modelo de equações estruturais, com o software SmartPLS v3. Os resultados indicam que há associação positiva entre os recursos internos da empresa e ações de ecoeficiência nos seus três desdobramentos (eco-inovação, eco-reputação e manufatura verde). No caso da visão baseada na indústria, encontrou-se associação positiva com manufatura verde e eco-reputação, mas não com as iniciativas de eco-inovação. Os aspectos institucionais do mercado brasileiro não puderam ser associados com nenhuma das iniciativas de ecoeficiência. Esta tese contribui para o entendimento de determinantes estratégicos na adoção de iniciativas ambientais, ao indicar a importância dos recursos na implantação dessas estratégias. Não se confirma a importância da vertente institucional no modelo teórico-conceitual, o que mostra limitação à extensão dessa teoria. Os resultados, do ponto de vista gerencial, mostram que as forças de mercado estimulam as empresas a empreender em iniciativas de eco-reputação e os processos de manufatura. Contudo, verifica-se que os aspectos de eco-inovação nas empresas chinesas ainda não foram influenciados pelas demandas do mercado brasileiro. / Concerns about environmental sustainability are recurrent both in academy and in business. This concern echoes especially because of the impact of Chinese productive activities on the environment. China is an emerging country with the highest economic growth rates in the world, but its image also reflects their vulnerability on ecological issues. Taking this into consideration, this thesis studies the strategic determinants of Chinese companies operating in Brazil by the theoretical lenses of strategic tripod. Environmental sustainability is operationalized into eco-efficiency, a term translated into eco-innovation, eco-reputation and green manufacturing. To the extent that strategy directs business actions, it becomes even more complex when analyzing the international operation, as well as internal aspects and market, the company is influenced by institutional forces from home market and the target market of foreign sales. This thesis contributes to relate aspects of the strategy tripod with the eco-efficiency strategies of Chinese companies in Brazil. This thesis contributes to relate the strategy tripod with the eco-efficiency strategies of Chinese companies. To this end, methodology was quantitative, with data collected and examined in order to confirm or refute the hypothesis. They were analyzed by structural equation model, with SmartPLS v3 software. The results indicate that there is a positive association between the internal resources and eco-efficiency in its three developments (eco-innovation, eco-green reputation and manufacturing). About the industry-based view, there is a positive association with green manufacturing and eco-reputation, but not with eco-innovation initiatives. Brazilian institutional aspects could not be associated with any of the eco-efficiency strategies. To literature, this thesis contributes to the understanding of strategic determinants on adopting environmental initiatives. It highlights the importance of resources in the implementation of eco strategies. However, tests do not confirm the importance of institutional aspects in the theoretical-conceptual model, which exposes the limited extent of this theory. From the managerial side results show that market forces encourage companies to engage in eco-reputation and green manufacturing process initiatives. However, it appears, according to the data, which aspects of eco-innovation in Chinese companies have not been influenced by the Brazilian market demands.