Why Sustainable Social Innovations (Do Not) Diffuse? An Alternative View to Social Innovation Dynamics

Abstract

Awareness that technological innovations may not suffice to combat modern-day sustainability challenges has led to a growth in social innovation research. The existing literature oftentimes addresses the question of diffusion of social innovations, but whereas the majority of authors are concerned with the question of “how?,” this chapter asks “why?.” A better understanding of the “why” question will contribute to a better comprehension of the dynamics of sustainable social innovations. Building on insights from practice theory and effective law and regulation, this chapter stipulates the importance of addressing both the innovator and the adopters when trying to grasp the dynamics of sustainable social innovation diffusion. By asking why, rather than how, sustainable social innovations diffuse, it becomes clear that both innovators and adopters need to be motivated to actively diffuse the social innovation and they need to have the capacity to do so.