This paper links two theoretical constructs underpinned by sustainable values, management of sustainable development and ecoinnovation. The first one becomes a crucial process and adds competitive value and, the second, plays a pivotal role in the search for a sustainable economy and society. This research is an attempt to explore the Spanish companies´ attitude towards sustainability when innovating. Industries were categorized as to their actual technological performance status as low, mediumlow, medium-high and high tech, using a predefined framework. Then multivariate analysis techniques were applied to identify which variables influence the environmental attitude in each segment. A correlation between the industry tech level and its environmental orientation was found to be most relevant.