Although sustainability is often discussed solely in ecological terms, it cannot be disconnected from the way humans behave in their social environment. This article presents a theoretical approach toward sustainability that takes a human behavior and knowledge view on sustainability as a starting point. …

From a knowledge (management) perspective, behaviour is identified as the consequence of an individual's knowledge (Jorna, 2006). In other words, a change of behaviour requires that an individual changes his knowledge. Innovation brings about the necessity for an individual to change his current knowledge, …