Abstract
In recent years society as a whole has become more aware and concerned about environmental issues. In light of increasingly stringent legislation and the more critical eyes of external stakeholders, companies have come to realise the heightened need for their actions to be seen as environmentally responsible. The innovation process provides companies with an excellent opportunity to influence the environmental impacts associated with their products. However, merely providing product developers with new processes and a toolbox of available ecodesign tools is rarely sufficient to facilitate more environmentally conscious decision-making in innovation. This paper proposes that employee participation within the development of new initiatives will aid the implementation of those initiatives. It highlights the first results from a study undertaken at Unilever seeking to initiate employee participation within initiatives for environmentally conscious innovation by ascertaining the attitudes of employees involved in the product innovation process regarding environmental responsibility and its integration into innovation.