This paper examines key aspects in the innovative behavior of the construction firms that determine their environmental orientation while innovating. Structural equation modeling was used and data of 222 firms retrieved from the Spanish Technological Innovation Panel (PITEC) for 2010 to analyse the drivers of environmental orientation of the construction firms during the innovation process. The results show that the environmental orientation is positively affected by the product and process orientation of construction firms during the innovation process. Furthermore, the positive relation between the importance of market information sources and environmental orientation, mediated by process and product orientation, is discussed. Finally, a model that explains these relations is proposed and validated. Results have important managerial implications for those companies worried about their eco-innovative focus as the types of actions and relations within firms most suitable for improving their eco-innovative orientation are highlighted.
Keywords: Construction industry; Eco-innovation; Environmental orientation; Structural equation modelling; Sustainability.