<p>This research investigates factors contributing to the transition towards green innovations. The study employed a four-study research design to achieve a holistic understanding across the multiple levels of the ecosystem. Firstly, a systematic literature review is conducted to develop a conceptual model for identifying variables to nurture transition (study 1) across the ecosystem layers. Secondly, micro-level analysis examines the strategic orientations (market and product) that impact companies' green innovations (study 2). Thirdly, meso-level analysis identifies the moderating effect of industry type on the relationship between strategic orientations and green innovations (study 3), and the final study evaluates the impact of environmental assets on economic growth and the mediating role of Industry 4.0 on this relationship (study 4). The development and testing of the multi-level model contribute to this emerging field, reflecting the integrated nature of ecosystems and identifying advantageous strategies for nurturing ecosystem transition towards increased sustainable and circular economies. Our results highlight the evidence on the relationship between environmental asset management and economic growth. This shows the importance of technology transfer in this context cannot be underestimated. This multi-level model, developed through systematising the different theories of this field of study, contributes not only by illuminating the inter-relationship across these multiple levels of the ecosystem but also by providing quantitative analysis of the key macro, meso, and micro variables that will nurture transition to ecosystem circularity.</p>