Abstract
Sustainable transitions are deliberate and require an understanding of the dynamics of new innovations to promote the transformation of unsustainable business practices. In sustainability transitions and innovation studies, small business sustainable practices in the food and accommodation sector remain understudied despite their vast number, contribution to gross domestic product and key role in achieving Scotland and the UK’s net zero targets of 2045 and 2050, respectively. In this study, we investigated the key barriers, enablers, and drivers of the adoption of sustainable business practices in the food and accommodations sector. A mixed method was adopted using questionnaires and semi-structured interviews with owners/managers of small businesses operating in the accommodation and food sectors in Scotland. This study adopted a novel approach by weaving the multi-level perspective, diffusion of innovation and SWOT theories. Findings would provide insights into the enablers, barriers and opportunities for small businesses to embrace sustainability for net zero.