Active listening to customers: eco-innovation through value co-creation in the textile industry

Purpose This study contributes to current efforts design and implement sustainable innovation strategies in organisations from the textile industry. aims examine how businesses can overcome challenges (e.g. lack of resources) by incorporation green knowledge customers into their value co-creation strategies. Such are based on actively listening addressing expectations with regard environmental sustainability, particular face negative impact fast-fashion Design/methodology/approach The findings this derived analysis data collected 208 small medium enterprises (SMEs) Spanish sector. A partial least squares structural equation modeling was conducted using version 3.3.3 SmartPLS software. Findings paper literature sustainability informing SME eco-innovation through active customers’ perceptions while implementing research has found that engaging result creation both incremental radical Practical implications when sector capabilities, existing often potential customer base is able acquire new transfer it business a process co-creation. also such lead In other words, between industry its driver eco-innovations required reduce sector, helping address ethical challenges. Originality/value proposes as resources, funding, qualified staff or technologies motivate companies collaborate seek joint solutions.