Nurturing sustainability practices: a qualitative inquiry into environmental innovations as a catalyst in manufacturing enterprises in an emerging economy

Purpose This study explores how medium and large manufacturing firms integrate environmental innovations to foster sustainability practices. It seeks to uncover the specific challenges these firms face and the strategies they employ to effectively implement sustainable initiatives in response to growing environmental pressures. Design/methodology/approach Using a qualitative phenomenological approach, the study analyzes twelve detailed case studies, engaging in conversational interviews to capture the lived experiences of key stakeholders. Through direct quotations and thematic analysis, the research offers in-depth insights into the practical implementation of sustainability practices driven by environmental innovations. Findings The study identifies those environmental innovations – both in products and processes – are critical drivers for addressing specific sustainability challenges. Firms that successfully implement these innovations do so by leveraging internal resources and external collaborations, which enable them to navigate environmental regulations, reduce waste and enhance operational efficiency. However, the findings also highlight significant barriers such as financial constraints and resistance to change within traditional manufacturing systems. Research limitations/implications The study is limited by the use of a convenience sampling method and potential biases in interview responses. Future research should adopt more robust sampling techniques and explore longitudinal impacts to mitigate subjectivity and enhance generalizability. Practical implications The findings offer practical insights for manufacturing firms seeking to implement sustainability practices. By understanding the mechanisms through which environmental innovations can be integrated into their operations, firms can develop more effective strategies for enhancing environmental performance. Originality/value This study contributes original insights into the strategic application of environmental innovations within the manufacturing sub-sector. It highlights the role of innovations in overcoming sustainability challenges, offering a nuanced understanding of how firms can align operational goals with environmental imperatives.