What is Green Product Innovation

Green innovation (GI) represents the voluntary commitment of companies to develop new environmentally friendly products and/or processes. This type of innovation represents a new business paradigm in which social, environmental, and societal issues are taken into consideration in a balanced way, satisfying the different types of demands of the organizations' stakeholders. GI is therefore a long-term commitment to balancing the economic needs of the organization and the environmental and social demands of customers. Given the relevance of the topic, this chapter aims to answer the following research questions: What are the characteristics that make up the concept of GI? Has there been any terminological evolution? and Under what theoretical approaches has the concept been addressed? Through a narrative review of the literature, the research addresses these research questions in order to bring clarity to the field of study, thus serving as a reference study for both neophyte and experienced researchers in the field.