THE ROLE OF DIFFUSION AND ADOPTION IN SUSTAINABLE DEVELOPMENT Overview of Sustainable Development and its Diffusion and Adoption into Society

Increased population growth, environmental emissions, water use, energy use, and consumption of various natural resources are some of the drivers that contribute to the current global challenges of rising sea-level, increased frequency and intensity of disasters, increased poverty, and increased health issues – all intricately linked directly and indirectly. Such challenges have been, and continue to be, addressed by society in various ways. For example, the use of alternative energy to reduce environmental emissions, the recycle and reuse of waste materials to reduce society's consumption of natural resources, the recycle of water to reduce the withdrawal dwindling freshwater supplies, and better drug delivery systems to address health. This book explores various innovative sustainable practices inclusive of improved products, processes, services, policies, and organizational and management strategies that have been diffused and integrated into the various facets of society across the globe. The unifying theme of the chapters presented herein is based on various theories, concepts, and practices of diffusion adoption that address sustainable development. This preface presents are brief overview of sustainable development and the theory of diffusion and adoption. Sustainable development as defined by the World Commission on Environment and Development (WCED) (1987) is " development that meets the needs of the present without compromising the ability of future generations to meet their own needs " (WCED, 1987). " Sustainable development and sustainability have been used interchangeably over the years. While there is no consensus on the definition of sustainability, what is clear is that it strives for the maintenance of economic, environmental, and societal well-being of all individuals, communities, and the environment (Muga & Mihelcic, 2008). Furthermore, it recognizes the need to de