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Adoption of Sustainability Innovations and Environmental Opinion Leadership: A Way to Foster Environmental Sustainability through Diffusion of Innovation Theory

Author

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  • Ali Junaid Khan

    (Institute of Business, Management & Administrative Sciences, The Islamia University of Bahawalpur, Bahawalpur 63100, Pakistan)

  • Waseem Ul Hameed

    (Institute of Business, Management & Administrative Sciences, The Islamia University of Bahawalpur, Bahawalpur 63100, Pakistan)

  • Jawad Iqbal

    (Institute of Business, Management & Administrative Sciences, The Islamia University of Bahawalpur, Bahawalpur 63100, Pakistan)

  • Ashfaq Ahmad Shah

    (Research Center for Environment and Society, Hohai University, Nanjing 211100, China
    School of Public Administration, Hohai University, Nanjing 211100, China)

  • Muhammad Atiq Ur Rehman Tariq

    (College of Engineering, IT & Environment, Charles Darwin University, Darwin, NT 0810, Australia
    College of Engineering and Science, Victoria University, Melbourne, VIC 8001, Australia
    Institute for Sustainable Industries & Liveable Cities, Victoria University, Melbourne, VIC 8001, Australia)

  • Saira Ahmed

    (Directorate of Sustainability & Environment, Capital University and Technology, Islamabad 45750, Pakistan)

Abstract

Environmental sustainability is a major challenge for the governments of various countries. The industrial sector and the growth of startups have created a challenge for sustainable development, with little concept of innovativeness for environment sustainability. The current research aims to foster environmental sustainability by adopting sustainability innovation and environmental opinion leadership in the hospital industry. The adoption of sustainability innovation along with environmental opinion leadership in the hospital industry is rarely studied in the literature. Particularly, this concept is completely ignored in the context of Pakistan. Quantitative research approach is employed in this study. A survey instrument in form of a questionnaire was used to collect data from respondents. Respondents of the study were the employees working in public hospitals of Pakistan. Simple random sampling was employed for data collection. The data analysis was carried out by using partial least square-structural equation modeling (PLS-SEM). The findings of this study concluded that the role of trialability, innovativeness, compatibility, simplicity, and relative advantage must be considered when adopting sustainable innovation in hospitals. The practical and theoretical implications of this study are significant for the improvement of environmental sustainability in Pakistan.

Suggested Citation

  • Ali Junaid Khan & Waseem Ul Hameed & Jawad Iqbal & Ashfaq Ahmad Shah & Muhammad Atiq Ur Rehman Tariq & Saira Ahmed, 2022. "Adoption of Sustainability Innovations and Environmental Opinion Leadership: A Way to Foster Environmental Sustainability through Diffusion of Innovation Theory," Sustainability, MDPI, vol. 14(21), pages 1-20, November.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:21:p:14547-:d:964214
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    References listed on IDEAS

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    1. Luhui Hua & Zeeshan Rasool & Muhammad Akbar Ali Ansari & Ali Junaid Khan & Nadia Hanif & Waseem Ul Hameed, 2023. "International Students’ Nostalgic Behaviour towards the Purchase of Products and Services," Sustainability, MDPI, vol. 15(4), pages 1-18, February.
    2. Chih-Hsing Liu & Quoc Phong La & Yen-Ling Ng & Rullyana Puspitaningrum Mamengko, 2023. "Discovering the Sustainable Innovation Service Process of Organizational Environment, Information Sharing and Satisfaction: The Moderating Roles of Pressure," Sustainability, MDPI, vol. 15(14), pages 1-26, July.

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