Drivers and Barriers in the Eco-Innovation. Case of Albania

Abstract

In development countries like Albania, the new terminology around sustainability as eco-innovations, green innovations, or environmental innovations, for some companies, they are still seen as challenging to implement such technologies, but in other companies that export to the EU, is a must to be part of a larger market for their products. Furthermore, the literature analysis highlights the necessity of determining the obstacles that eco-innovations face when being implemented in developing nations, particularly in areas with abundant natural resources, as in Albania. By examining the effects of these drivers and the innovative attitude of enterprises, this study seeks to determine the elements that either support or prevent eco-innovations in this particular setting. The purpose of this research was to evaluate the drivers and barriers of Eco – Innovation in Albania. The study was conducted with in-depth interviews, firsthand observation, and formal documentation analysis within 20 companies. The findings showed that, despite the area's emphasis on environmental challenges, there are still few eco-innovation efforts. The companies under investigation were indicating a lack of care for regional issues and a low level of investment in environmentally friendly developments. To sum up, this research adds both theoretical and practical value to the field of eco-innovation studies. First, it examines the factors that drivers Eco innovation in emerging nations and second what prevent them on adopting new technologies for being eco-friendly. In addition, it offers a broad overview of the primary eco-innovation processes as a prerequisite for the development of eco-innovation locally.