We investigate the factors behind the almost unexplored realm of environmental innovation adoption in services, using an Italian dataset derived from CIS2008. It has been suggested the environmental innovations in services does not necessarily lead to greater sustainability. If services are examined through the lens of manufacturing-services integration and push and pull effects, the picture of sustainability in relation to services is somewhat gloomier. We test whether this integration is relevant for environmental innovations and whether, taking account of differences in innovation in different services industries, environmental policies for manufacturing may transmit ‘induced innovation’ effects to services. We show that the ‘drivers’ of environmental innovation in carbon abatement and energy efficiency vary across services industries, and that cooperation, training, EMS and public funding play a key role. The integration of services and manufacturing through push and pull effects, and the environmental policy transmission effect from manufacturing to services generally do not seem to have a major influence on the diffusion of environmental innovations. Where an effect is significant, it would seem to result in more negative than positive effects on eco-innovations. It seems likely that the structural EI deficits in manufacturing firms are transmitted to services through manufacturing-services integration. This is a crucial consideration for management and policy.