Purpose - Sustainability is increasingly becoming an essential aspect of technological innovations. In addition, the diffusion of sustainable new technology-based products appears to be uneven across the globe. The authors examine the effect of three country-level Hofstede measures of culture...

Sustainability has been defined by the Brundtland Commission (Brundtland, 1987) as "meeting the needs of the present without compromising the ability of future generations to meet their own needs". In times of increasing expectations of customers, shareholders, employees, and communities as well...