The struggle of green innovations for accelerating diffusion against the existing regimes of task and institutional environment: Literature review

‘Sustainability’ is getting interest of people from different backgrounds, but a little has been changing practically in the area since the inception of the concept. More research is needed to be done for the transition researchers to develop theory, models, strategies, and guidelines for the industries that are trying to save the society, environment and economy through green innovations. Green solutions have been fighting against the existing individual, socio-technical, and industry regimes of the task environment and institutional environment. This paper is based on literature review, which presents the drivers and barriers in existing regimes of task environment and institutional environment and a model to show how task environment and institutional environment, holding three existing regimes influence the diffusion of green solutions. In the paper the hypotheses are tested based on literature review in addition to a few cases are reviewed to justify the struggle of some green niche innovations. Finally, this research establishes ‘ethics’ and ‘consumer education’ as two important causes in accelerating the diffusion of green solutions.