From External Pressures to Internal Implementation: A Qualitative Investigation of Eco‐Innovation Drivers in Moroccan Free Zones

ABSTRACT This research explores the drivers of eco‐innovation adoption in multinational companies operating in Moroccan free zones. Using semi‐structured interviews with 24 organizations, we examine the relationship between external influence and internal capabilities in eco‐innovation projects. Through employing Atlas.ti for systematic coding and analysis, this study demonstrates a hierarchical structure of eco‐innovation drivers functioning at multiple levels. The results indicate that eco‐inn