Contextual Factors as Drivers of Eco-innovation Strategies: The Definition of an Organizational Taxonomy in the Brazilian Cellulose, Paper, and Paper Products Industry

Abstract

This chapter sought to identify an organizational taxonomy through the reactive and proactive eco-innovation strategies adopted by firms in the Brazilian cellulose, paper, and paper products sector. The taxonomy was the result of a cluster analysis and an analysis of the frequency of internal and external contextual factors in the organization in each cluster. The quantitative empirical approach was used, through a cross-sectional survey. Data collection was conducted using a questionnaire answered by 117 firms in the sector. The data were mostly analyzed using analysis of variance (ANOVA) and Tukey’s test. The analysis was conducted using an eco-innovation strategies construct composed of 13 variables, with a later analysis of the impact of 28 variables composing six structures of contextual factors. Among the main results was the definition of taxonomy for the firms in the sample that was identified through their eco-innovation strategies. They were defined as reactive, indifferent, proactive, or eco-innovative organizations. This taxonomy was defined from the eco-innovation strategies and their contextual factors, which we consider to be an advance in the literature on this theme.