Innovation can be a source of environmental benefits for the firm that introduces the innovation (as part of its production process) as well as for customers that purchase the innovation (as part of its end use). Firms introduce innovations in response to factors such as regulations, the availability of public support or (current or future) market demand. In most countries regulations (existing or future) are the main driver, followed by market demand from customers. In Sweden, Luxembourg, the Netherlands and Finland, market demand is identified as the main driver of environmental innovations.