“…The positive effect of innovation characteristics on sustainability adoption supports the assertions of DIT (Rogers, 2003) and can be explained in terms of the underlying dimensions of relative advantage, compatibility, simplicity, observability and trialability. As per the DIT, the innovations that are perceived to be easily implementable and compatible with the organizational structure, culture and values are likely to be adopted faster compared to the ideas that are perceived as complex and incompatible (Tiwari and Thakur, 2020). Similarly, innovations that offer advantages in terms of cost, efficiency and performance are more readily accepted and integrated into the social system (Chaudhary and Kumar, 2020).…”