بهبود نوآوری از طریق تحریک رفتاری: استفاده از عوامل رفتاری نوآوری در پیاده سازی فرآیندهای نوآوری در بخش های صنعتی و شرکت ها

The existence of a more sustainable chemical and petrochemical industry has been a long-standing aspiration and demand of modern industrial societies. In this respect, sociotechnical transition processes that hold the principles of green chemistry and green engineering as their main design frameworks represent a promising approach to progress the Brazilian petrochemical sector toward advanced states of sustainability. This raises a number of challenges that are related to the understanding of how such processes could be effected, how sectoral agents' willingness to embrace such trajectories could be stimulated and enhanced and how the main agents, mechanisms and actions, which are integral to the implementation of these processes, could be identified. Drawing on behavioral and innovation theories it was possible to develop a testable and generalizable multilevel conceptual framework that made it possible to learn, document and explain the extent to which companies were willing to engage in such eco-innovation processes and to identify its significant determinants. Thereby, more efficient and effective transition policies could be developed for helping to overcome the dissonance between intention and behavior. The results provided evidence of the central importance of a host of stakeholders and partnerships for developing the conditions and stimuli for the implementation of technical and non-technical changes at the company and sectoral levels.