The Environmental Regulation Driving Eco-innovative Strategies in the Pulp and Paper Industry

This study aimed to analyze the association of environmental regulation with the adoption of both proactive and reactive eco-innovation strategies in the Brazilian pulp, paper, and paper product industry. Methodology was based on a quantitative approach, using a cross-sectional survey by means of a self-administered online questionnaire answered by 117 sector companies of all sizes and Brazilian regions. Data analysis consisted of inferential statistics with logistic regression analysis. The main results show that the organizations participating in this study consider environmental regulation as conducive of proactive, more than reactive, eco-innovation strategies, as opposed to previous literature. This result fits into the evolutionary perspective, which postulates that companies see environmental regulation as less a cost and more an opportunity, directing them to improve productivity and competitiveness.