Abstract
Innovation resistance is the most vibrant field of study for the economic growth and success of organizations. Notwithstanding, innovation has been a significant focus of attention for scholars and organizations due to its positive and negative consequences. For instance the success consequences of innovation, consumer delay, or postponement the adoption of innovation might change this success into failure. Nowadays, many researchers try to determine the different factors than identify consumer behavior towards innovation resistance, which brought up consumer understanding and their good approach towards innovation. This per, therefore, addressed various factors that affect consumer behavior in terms of resistance to innovation. However, the relationship between innovation features, user features, and consumer aversion to innovation encourages research to explore the phenomenon further. The study will look at the connection between innovation and consumer features and at the reticence of customers to innovation from Pakistan's perspective. (C)2021 INT TRANS I ENG MANAG SCI TECH.