“…Knowledge about the dynamics of sustainabilityoriented innovation projects is growing (Maier et al, 2020;Godin & Gaglio, 2019) and requires expansion, for example, in the field of administration (Pinsky & Kruglianskas, 2017), especially in Brazil (Carvalho et al, 2018). The expansion of its importance in the field of management is a reflection of the increased perception of organizations concerning its benefits, such as differentiation, qualification, development of new products, processes and services, access to new markets, efficiency in the value chain, compliance, cost, and risk reduction (Carvalho et al, 2018;Bocken et al, 2015;Frondel et al, 2010;Nidumolu et al, 2009;Schot & Geels, 2008), which contributes to the growth of legitimacy, reputation and organizational performance (Varadarajan, 2015).…”