Abstract
ABSTRACT This study aims to analyze the sustainability and innovation of practices adopted by startups in the pet industry, from the perspective of the Ecological Modernization Theory (EMT). A multiple case study was conducted involving 25 Brazilian startups. Data collected from interviews with owners and managers of these organizations were evaluated through content analysis. The findings reveal that the practices of pet industry startups are partially aligned with the EMT. There is a significant presence of digitization and innovations in processes and products, as well as initiatives focused on recycling, waste reduction, and conscious consumption. The absence of public policies and strict regulatory standards are the main identified barriers that hinder the adoption of a sustainable strategic vision. The study bridges the EMT with organizational reality, uncovers opportunities for collaboration in open innovation, and presents practical actions for advancing sustainability in organizations.
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