Green innovation has become one of the mainstream concepts to address environmental issues. However, research on green innovation, especially at the firm level, is still evolving. Building upon the natural resource-based view (NRBV) and resource-based theory (RBT) lenses, this study proposes a research framework to explore determining factors of green innovation adoption (GIA) in the Brazilian cassava agribusiness sector. The research design from the semi-structured interviews method was employed in firms associated with ABAM (Brazilian Association of Starch and Cassava Producers) and SIMP (Union of Cassava Producers in Paraná). The findings suggest that behavioral factors for GIA, such as collaborative behaviors, productivity, safety behaviors, and green behaviors, are directly associated with other determining factors, such as knowledge, operating costs, stakeholder pressure, economic benefits, information access, customer assessment, organizational compatibility, and business support. Furthermore, GIA can lead to the effective implementation of sustainable practices to enhance economic performance and effective environmental management. The originality of this work stems from including behavioral factors for managers’ decision-making regarding resource allocation for GIA. It also includes a guideline to increase competitiveness in active green markets. It also contributes to a vision of GIA to evolve NRBV and RBT theories.