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

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.