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Over the last few decades, there has been increasing interest in understanding (and supporting through public policies) innovative activities related to environmental protection. This article examines the incentives related to investment in environmental innovation in French manufacturing firms. The study engages in a theoretical analysis to identify the factors that could be associated to firms’ decisions to invest in environmental innovation. Our findings, which are based on a survey of 2270 firms, indicate that investment in environmental innovation is largely influenced by factors internal to the firm. In particular, size, performance, training, cooperation and openness are shown to have significant impact on green innovation.