Abstract
Ecological environment and awareness of waste management have pushed firms to adopt innovation for attaining a competitive advantage. Firms are keen to adopt eco-innovation packaging, to follow its responsibility towards the environment and contribute to waste prevention. Regardless of innovative technological advancement, expanding the number of global supply chains for items has prompted the utilization of packaging and related waste all along the supply process. Consequently, packaging causes difficulties and offers opportunities for environment. Innovation in packaging has been studied as part of product eco-innovation, but mostly at an anecdotal level. Research calls for studies to examine factors that make eco-friendly packaging innovation more effective. This paper aims to examine the eco-innovation of packaging to understand how managerial environmental awareness; technological capabilities, human capabilities and organizational capabilities contribute to the implementation of eco-design innovation in packaging and its impact on waste prevention and brand.
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