Sustainable innovation is today essential to firms to respond to global challenges like climate change, desertification, and resource depletion. The theme of sustainable innovation strategies is increasingly debated while less attention is devoted to what happens at the individual level, and in particular at the attitudinal and behavior level of individuals who conceive new sustainable products, apply new sustainable processes, and organize sustainable routines inside firms. This research comprises two parts. In study 1 we develop the concept of “Sustainable innovative work behavior” (SIWB), validate a scale, and test it for reliability. To this end, we first collected data from experts to develop the scale items and then collected responses from 299 employees to test it. In study 2 we empirically examine the interplay between SIWB and its antecedents. In particular, we collected data from 791 respondents to investigate the relationship between creative behavior and SIWB and the moderating effect exerted by sustainable leadership, organizational sustainable innovation, and digital technology readiness in such a relationship. Results supported the existence of a relationship between creative behavior and SIWB, along with the moderating effect of sustainable leadership. Furthermore, a three-way interaction among creative behavior, organizational sustainable innovation, and digital technology readiness at the team on SIWB was also empirically supported. This research advances our understanding of how the creative behavior of individuals, team's digital technology readiness, and sustainable initiatives within organizations together shape individual SIWB.
