THE GREEN‑STORM FRAMEWORK: A FIVE‑PILLAR MODEL FOR ECO‑INNOVATION ADOPTION

Abstract

Eco-innovation, understood as innovation that reduces environmental impact while creating business value, has become central to how firms respond to climate risk, environmental degradation and resource scarcity. This study advances the field by introducing the GREEN STORM framework, a five-pillar and managerially actionable model that explains how firms convert eco-innovation intent into scalable outcomes. Using a qualitative synthesis of thirty two verified industry cases published between 2018 and 2025 across multiple sectors and regions, we apply structured thematic coding with two independent coders and report an intercoder agreement of 0.78 using Cohen’s kappa. The analysis identifies recurring drivers, barriers and capability sequences that shape successful adoption. It yields five pillars: governance and strategic commitment, readiness and technology assessment, enablement of organizational capabilities, stakeholder and relational engagement and outcome monitoring with continuous improvement. Each pillar is specified with decision gates, practical tools and relevant indicators. The study contributes to existing literature by integrating financing pathways, cross-functional governance mechanisms and capability sequencing into a single framework grounded in empirical evidence. The findings offer clear guidance for managers seeking to reduce risk and scale eco-innovation and provide direction for policymakers and industry bodies on where incentives and standards can accelerate green transformation and long-term competitiveness. In order to improve alignment between sustainability goals, operational constraints, and changing market expectations, the framework also identifies adaptation needs and stresses the significance of data-driven decision-making.