Abstract
The objective of this paper is to determine, empirically, the determinants of service firms environmental orientation
(firm environmental responsiveness and environmental performance) while innovating. We analyze 3013 Spanish service firms using
multivariate analysis with data retrieved from PITEC Database (Spanish Technological Panel). Results show that environmentally
oriented service firms are characterized by product and process orientation. Furthermore, results show that service eco-oriented
firms are those that have been more innovative and that rely more on market information sources for the innovation process.
