Abstract
Innovation has been a major growing driver of sustainability. The topic addressed in this study is a much-required transition to environmental and social sustainability considering the role of innovation in pacing up those changes. Digital evolution has greatly helped in dealing with climatic changes and promoting sustainability. This has helped the entrepreneurial organizations to adopt innovative approaches to tackle the inflexible challenges. Few developed and developing countries are at the forefront regarding technological innovation that encounter significant challenges in terms of innovation and adoption of new technologies and there is still a study vacuum as to whether the influence of technical innovation on achieving social and environmental sustainability differs depending on the stage of sustainability. This quantitative study has explored these effects collecting data from the SME's (small and medium enterprises). The findings of the study show that attitude toward technological innovation has a strong role to play in organizational innovation, digital entrepreneurship, environmental and social sustainability. Organizational innovation has been found a strong mediator between technological innovation and sustainability while digital entrepreneurship could not find significant results as mediator. This study will be useful for the countries and organizations involved in adopting new technologies considering their organization's role in achieving an overall eco-friendly and social sustainability.