National culture and attitudes' impact on diffusion of sustainable new technology-based products

Mayank Jaiswal, Lee Zane

Research output: Contribution to journalArticlepeer-review


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 and two national-level innovation characteristics on the diffusion of Sustainable New Technology-based Products (SNTP). Design/methodology/approach: Regression and Necessary Conditions Analysis were used to analyze a panel dataset of electric and hybrid vehicles sales from 2008 to 2017 across 89 countries. Findings: Results suggest Long-Term Orientation (LTO) was correlated with SNTP diffusion, Indulgence (IVR) was partially correlated with SNTP diffusion and was also a necessary condition. Surprisingly, Uncertainty Avoidance (UAI) was not correlated with SNTP diffusion. In addition, a national proclivity for developing innovations and a history of utilizing prior generic innovations were both correlated and necessary for SNTP diffusion. Originality/value: This paper measures the impact of several macro-level variables (culture and other innovation related characteristics of countries) on SNTP diffusion. In addition to regression analyses to measure the average effect size, the authors conduct Necessary Conditions Analysis, which assesses the necessity of a variable for the outcome. These insights may help multinational companies better strategize entry decisions for international markets and aid governments in formulating more effective policies by recognizing and accommodating the influences of national culture and innovation attitudes.

Original languageEnglish (US)
Pages (from-to)5-25
Number of pages21
JournalNew England Journal of Entrepreneurship
Issue number1
StatePublished - Jun 29 2022

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Accounting
  • Organizational Behavior and Human Resource Management
  • Strategy and Management
  • Economics and Econometrics
  • Public Administration


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