“…al, 2023;Lippolis et al, 2023). In fact, sustainability-oriented innovation (SI) (Klewitz & Hansen, 2013;Adams, Jeanrenaud, Bessant, Denyer & Overy, 2016;Bogers, Chesbrough, & Strand, 2020;Bigliardi & Filippelli, 2022;Markovic, Bagherzadeh, Barkemeyer & Samara, 2023) is a concept that refers to the integration of environmental, social and economic aspects in the process of developing and implementing new ideas, products, services or business models and can occur at different levels, from individual to organizational and systemic, without neglecting their interconnections (Kimpimäki et al, 2022). It can also enhance the competitiveness, resilience, and reputation of organizations by improving their efficiency, effectiveness, and legitimacy in the market and society (Coenen & Díaz López, 2010;Hermundsdottir & Aspelund, 2021;Lopez-Torres, Montejano-García, Alvarez-Torres, and Perez-Ramos, 2022;Lopez-Torres, 2023).…”