Policies for a society based on sustainable production are in clear debate. Especially, a production that is concerned with innovations in social, economic and environmental well-being, represented here by eco-innovation, however, some productive sectors still develop below this reality. The veterinary products industry is one of them, which has a high economic representation in Brazil. Solid residues from vaccines, medications, food additives, among others, do not have standards for proper disposal. Thus, the objective of the research is to understand the existence of eco-innovation drivers that can assist in the reverse logistics of packaging for veterinary products, in the city of Guarapuava in the State of Paraná. To carry out the study, a qualitative approach will be present. A case study, at the end of the veterinary product chain, in a descriptive manner will characterize the understanding of reverse logistics. In addition, a resale manager and three rural producers were interviewed, and subsequently, a content analysis was carried out. The two perspectives of the phenomenon contributed to the triangulation of the data, along with the current legislation and the eco-innovation literature. Therefore, it is concluded that there is a demand for regulated reverse logistics in the veterinary industry, guided by eco-innovation determinants. [ABSTRACT FROM AUTHOR]