The role of proactive environmental strategy in the development of eco-innovation in the Spanish footwear industry

Integration of the environment into business is now a reality that requires structural changes. This includes adopting eco-innovations in products, production processes, and business management to achieve competitive survival. Previous studies suggest that eco-innovation is driven by external pressures from legislators, stakeholders, technology, markets, and rivals. However, the literature lacks information on the internal mechanisms that drive and transform external pressures into eco-innovations. This research aims to discuss the mediating role of environmental strategy in the relationship between external pressures and eco-innovation. Based on data from 102 Spanish footwear companies, the study proposes a model of structural equations. The results indicate that proactive environmental strategy is the internal mechanism required to integrate profitable eco-innovation into the firm in response to environmental pressures. This finding highlights the importance of taking a holistic perspective and integrating environmental considerations into business management, and these findings have implications for managers and policy makers.