While the literature focuses on regulation in the environmental dynamics of firms, we propose to deepen the analysis of environmental innovations incentives. Thus, our study aims at specifying why companies adopt such innovations and how these " good " practices evolve. Original data on the adoption of environmental innovations and from interviews conducted with companies located in the Poitou-Charentes region, qualify the role of regulation and underline the priority of curative practices. Finally, a multidimensional exploratory analysis stresses the existence of environmental dynamics differentiated according to the companies and innovations features.
