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There is a widespread agreement that the current linear economic system is unsustainable due to the physical boundaries of our planet and must be replaced by a circular one, that is, by a circular economy (CE). Previous studies have theoretically proposed that eco‐innovations (EIs), or innovations that reduce the environmental impacts of consumption and production processes, are a key element to improve the circular use of resources. However, the analysis of the drivers of such a transition to a CE through EI, particularly at the micro‐level of firms, has not received attention in the past. The aim of this paper is to cover this gap in the literature. It quantitatively analyses the role of influencing factors (drivers and barriers) in that relationship, with a focus on the company's organisational ('soft') factors, rooted in organisational culture and strategy. With the help of data collected through a survey of Spanish small and medium‐sized firms in the industrial sector, a regression‐based moderation analysis is carried out. Therefore, four moderation models were defined based on organisational factors derived from the previous literature (sustainability, future, stakeholder and learning/knowledge orientation in firms. The results suggest that, indeed, two of those factors (a high level of sustainability and knowledge orientation) are particularly relevant drivers in the transition to the CE through EI. Thus, if the aim of policy makers and corporate decision makers is to increase the circularity of the economy or their firms, policies and measures should be targeted at these two factors. [ABSTRACT FROM AUTHOR]

The reduction of phytosanitary treatments in viticulture is widely demanded by policymakers and consumers. An important solution is the use of resistant grapes, which can cut plant protection applications by up to 80%. Although this is a significant improvement, viticulture is mainly carried out with traditional grapes. Therefore, the aim of this paper is to identify the factors that encourage the cultivation of fungus-resistant grape varieties (FRGV), as well as the challenges and opportunities in marketing. Our study used an exploratory sequential mixed-methods model design. In the first step, data were collected through 48 in-depth interviews and analyzed. Based on the qualitative results, a survey of 422 producers was conducted. The quantitative research results were segmented by company size and production type to provide a deeper understanding. The main drivers for cultivation are the ecological benefits resulting from the reduction of pesticide use, with organic producers particularly motivated by sustainability goals. Smaller producers are driven by the opportunity to introduce a new wine style, whereas larger producers are more cautious and focus on cost savings. The cultivation of resistant grape varieties is restricted by a large number of varieties, lack of experience, and unfavorable characteristics from initial generations of resistant grapes. A low level of grape variety prominence and customer awareness, as well as unattractive variety names, negatively affect producer acceptance. To facilitate higher market acceptance, it is important to offer attractive grape varieties, directly communicate them to consumers, and provide information about the sustainable effects. [ABSTRACT FROM AUTHOR]