The present research paper focused on the phenomenon of innovation as a key solution for business success as it relates to corporate environmental responsibility (CER). The ultimate aim of CER is to prevent and even eliminate, if possible, the harmful impact of business performance on the environment. Every modern company should adhere to the obligations of CER since environmental pollution is a serious hazard that endangers future existence of humankind. For example, it is essential to implement strategies that can contribute to air and water protection. Ecological innovation emerged on the grounds of such urgent needs of environment. Eco-innovation strives to make a transition from business with harmful effects to one of the accountability. Therefore, the present study aimed to review relevant, reliable and up-to-date sources dealing with eco-based innovations in the context of CER. A qualitative research is selected so as to collect sufficient amount of detailed credible data on the issue of concern. The given paper relied on a secondary research encompassing literature review and relevant case studies and a survey as the primary research. Based on the outcomes, several innovations were identified and presented to the target audience.