This paper proposes an integrated framework that aims to support firms in the transition towards sustainable business models by identify factors favouring the development of green innovations. The aim of this paper is to investigate the several endogenous pushes as well as external solicitations that involving the managerial decisions related to the investments in green innovations. Through a conceptual analysis, the study reviews the literature on business models, sustainability strategies and green innovations. By examining sustainability issues ranging from theory to practical application, the paper provides new insights and critical points by enriching the fragmented literature on green innovations and supporting the managers’ commitment to implement successful sustainability strategies. Specifically, the integrated framework suggests implications for both academic and practitioners by shedding light on how firms could improve their ability to select the right strategic moves, at corporate and business level, in order to endorse sustainable investment in green innovation and therefore to improve sustainable paths of growth.