Introduction

Throughout history, the use of natural resources has been central to economic development, generating such benefits as a wider variety of products available for consumption. However, while industrialisation has resulted in progress and modernity, bringing advantages to organisations and social well-being, it has also caused significant social and environmental problems. The consequences of these production and consumption patterns have led society, particularly private, public and non-profit organisations, to take more intensive action towards sustainability. These consequences have underlaid discussions on sustainable development (SD) from the 1970s, especially those focusing on global warming, greenhouse effects and ocean acidification. These environmental issues, which have been primarily attributed to fossil-fuel burning, has sparked interest in renewable energy sources (Abbasi and Abbasi, 2012; Hall et al., 2014). Corporations are assuming an increasingly significant role in the quest for sustainability, seeking to minimise the social and environmental impacts caused by production. Innovation is now understood as a way to contribute to SD (Boons et al., 2013; Carvalho and Barbieri, 2012; Jansen, 2003; Matos and Silvestre, 2013; Seyfang and Smith, 2007; Silvestre, 2015a, b; Smith, 2010; Vollenbroek, 2002). Sustainability-oriented innovation may include renewable resources, reverse logistics, eco-efficiency, green supply chain and the involvement of the entire supply chain. It can also be considered an environmentally friendly business strategy (Hansen et al., 2009; Katsikeas et al., 2016). The use of renewable energy sources provides an alternative to fossil fuels, thereby improving the environment. For example, the petrochemical industry substitutes the use of green plastic, which is the topic of the present research. Green plastic (green polyethylene [PE]) differs from traditional plastic in terms of sustainability, as green PE helps reduce greenhouse gas (GHG) emissions along the production chain. The cultivation of sugarcane, which sources green PE production, also aids in the capture and sequestration of carbon, which contribute to climate change mitigation. Green PE is the first certified plastic made from a renewable source worldwide, making the petrochemical industry a pioneer in this field.