The goal of this paper is to present eco-innovation implementation in some European countries. Expected environmental law is very important for enforcing firm to minimise emission to air and water, diminish amount of hazardous substances and increase recycling. Cost reduction is another incentive for lower energy and material consumption, pointing to the significance of energy and materials prices, together with tax as ecoinnovation drivers. Customer wants are important basis for

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... particularly with regard to green products and process innovations that improve material efficiency, reduce consumption of energy and waste creation. In the paper we present ecoinnovation examples from Poland and Denmark.