Why sustainable innovations are not always adopted

Both consultants and scientists would agree that even if their own work pro vided a solution to a landuser's problem, then that solution is unlikely to be adopted if the landuser is unwilling to pay for it Financial incentives , while enabling factors in technology transfer and adoption, are usually n ot the only limiting factors. In reality, adoption is more complex. This co mplexity resides within the interrelationship between human endeavours, eco nomics and the environment. Although there is a global consensus on the nee d for sustainability, the means of achieving the core values and principles of sustainable development, on the ground, remains a challenge. This paper discusses some of the fundamental reasons why sustainable land use practic es and innovations are not always adopted, providing a perspective from ind ustry. (C) 2001 Elsevier Science B.V. All rights reserved.