Determining Factors on Green Innovation Adoption: An Empirical Study in Brazilian Agribusiness Firms

Green innovation has become one of the mainstream concepts to address environmental issues. However, research on green innovation, especially at firm level, is still evolving. Building upon natural resource-based view (NRBV) and theory (RBT) lenses, this study proposes a framework explore determining factors adoption (GIA) in Brazilian cassava agribusiness sector. The design from semi-structured interviews method was employed firms associated with ABAM (Brazilian Association Starch Cassava Producers) SIMP (Union Producers Paraná). findings suggest that behavioral for GIA, such as collaborative behaviors, productivity, safety are directly other factors, knowledge, operating costs, stakeholder pressure, economic benefits, information access, customer assessment, organizational compatibility, business support. Furthermore, GIA can lead effective implementation sustainable practices enhance performance management. originality work stems including managers’ decision-making regarding resource allocation GIA. It also includes guideline increase competitiveness active markets. contributes vision evolve NRBV RBT theories.