Environmental proactivity is actually a key aspect concerning business strategy and corporate positioning, and generates both tangible and intangible benefits. In this paper, the effect of agents’ pressures, firms’ objectives, firms’ actions, and management concerns about the environmental proactive performances of companies are studied. An empirical analysis of a sample of 135 Spanish companies shows that managerial concern about environmental aspects positively influences the environmental orientation of the firm while the perception of environmental managerial obstacles and Government influence in environmental issues are highly influential in reducing the odds of being environmentally oriented.