Purpose – the implementation of eco-innovation practices is observed in the micro-level of the company and the integration of these practices with the overall firm’s strategy is inevitable. We set forth to investigate at what level the field of eco-innovation strategies has been studied at the firm-level.

Research methodology – a review of the most influential articles in the field of eco-innovation strategies was conducted. A total of 929 scientific publications included in Web of Science (WoS) (Clarivate Analytics) database between 1990 and 2020 were taken into consideration.

Findings – the results of this study reveal the following: (1) the increasing trend of publications in the field of eco-in-novation strategies; (2) the most influential articles related to the topic; (3) the gaps of extant research and future research directions.

Research limitations – this study uses citations as a measure of influence which might be deceptive due to the fact that some authors might be citing themselves and / or citing publications in a negative context.

Practical implications – findings provide relevant insights about the input and the output of eco-innovation strategies and serves as a guide for researchers and practitioners exploring eco-innovation strategies.

Originality/Value – this study enhances the body of knowledge on the field of eco-innovation strategies. This is the first study, which investigates the scientific publications related to firm-level eco-innovation strategies and develops an operative conceptual model for future studies.

https://doi.org/10.3846/cibmee.2021.586