This paper presents a systematic review of sustainability-oriented innovation (SOI), aiming to develop a conceptual framework for understanding SOI practices and processes. The authors identify four key deficiencies in previous literature on SOI: the meaning of SOI, its conceptualization, its treatment as a dichotomous phenomenon, and a failure to reflect contemporary practices. They adopt a framework synthesis approach, integrating existing theories of environmental management and innovation to develop a model of SOI that reflects the dynamic, unfolding nature of SOI. The model is based on three dimensions of SOI: technical/people, stand-alone/integrated, and insular/systemic, and three contexts of SOI activity: reactive, embedding, and systems change. The authors also conduct a systematic review of 100 academic articles and 27 grey sources, identifying key innovation activities associated with SOI, including operational optimization, organizational transformation, and systems building. The review highlights the importance of integrating sustainability into business practices, and the need for a shift from a reactive to a proactive approach to innovation. The authors argue that SOI is not just about environmental and social benefits, but also about achieving economic returns. The paper concludes with a discussion of the implications of these findings for scholarship, policy, and practice, and identifies opportunities for further research.This paper presents a systematic review of sustainability-oriented innovation (SOI), aiming to develop a conceptual framework for understanding SOI practices and processes. The authors identify four key deficiencies in previous literature on SOI: the meaning of SOI, its conceptualization, its treatment as a dichotomous phenomenon, and a failure to reflect contemporary practices. They adopt a framework synthesis approach, integrating existing theories of environmental management and innovation to develop a model of SOI that reflects the dynamic, unfolding nature of SOI. The model is based on three dimensions of SOI: technical/people, stand-alone/integrated, and insular/systemic, and three contexts of SOI activity: reactive, embedding, and systems change. The authors also conduct a systematic review of 100 academic articles and 27 grey sources, identifying key innovation activities associated with SOI, including operational optimization, organizational transformation, and systems building. The review highlights the importance of integrating sustainability into business practices, and the need for a shift from a reactive to a proactive approach to innovation. The authors argue that SOI is not just about environmental and social benefits, but also about achieving economic returns. The paper concludes with a discussion of the implications of these findings for scholarship, policy, and practice, and identifies opportunities for further research.