Global warming is a big issue, especially caused by industries. This study looks at how companies can use proactive environmental strategies to create green innovations. They found that firms with these strategies are more likely to come up with eco-friendly ideas. Environmental regulations and firm performance also play a role in encouraging green innovation. The study shows that regulations and good performance by companies can help promote environmentally friendly practices. This research provides important insights for businesses in Pakistan and offers guidance for policymakers and stakeholders to make industries more profitable and less harmful to the environment.