Hi Azhar,

Majority of people who have no a priori desire to change may be more typical and even more rational than a small minority of individuals who seek change for its own sake rather than, or in addition to, the intrinsic value of the innovations.

To find out more please have a look at the following linke and files. 

http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6688

Here is a classic article by Joel Mokyr

You may have several points of view : historical (> Mokyr), consumer (cf M. Chitsaz),  anthropological (> see Douglass North) or structural (finance) or sociological / religious (Max Weber and al.)

All innovation policies have to solve this question.

Some of the papers are given below;

Psychology of innovation resistance: the less developed concept

JN Sheth - Research in Marketing, 1981 - bus.emory.edu

A model of innovation resistance

S Ram - Advances in consumer research, 1987 - acrwebsite.org

Three forms of innovation resistance: the case of retail payment methods

I Szmigin, G Foxall - Technovation, 1998 - Elsevier

Innovation resistance among mature consumers

T Laukkanen, S Sinkkonen, M Kivijärvi… - Journal of Consumer …, 2007 - emeraldinsight.com

A cross-national examination of innovation resistance

P Tansuhaj, JW Gentry, J John… - International …, 1991 - emeraldinsight.com

you cab also use the concept of "innovation choice" that is a kind of symmetric concept and maybe the key of resistance or acceptance. 

Collective choice process are the key of acceptance or  resistance.

You can also look at the distribution of value created by the innovation.

Azhar, pl let me know exactly what you are researching on so that I could provide you further literature.

I thank all the contributors for their shares. My theory is based on Ram's Model of Innovation resistance.

Dear Azhar Shaikh

Greetings,

Please find the attached file about the Innovation resistance may be good for you,

Best Regards,

Hello you may find these articles interesting:

https://www-935.ibm.com/services/uk/igs/pdf/g510-6342-00-5barriers-etr.pdf

http://www.forbes.com/sites/iese/2013/02/20/the-hidden-barriers-to-innovation/

D’Estea, P.,  Iammarinob, S., Savonac, M., & Tunzelmannc, N. (2012). What hampers innovation? Revealed barriers versus deterring barriers, Research Policy, Volume 41, Issue 2, March 2012, Pages 482–488

Innovation resistance was there, is still there though diminishing and will remain there in smaller percentage of customers. Firm need not worry about it; they should carry on with their innovations, especially the disruptive innovation.

Azhar, 

          One argument that can help you re-think or re-frame your question is the follow: why should people innovate? why should some social behaviour change in any way?

          By introducing Gabriel Tarde's work, Bruno Latour does a great job stressing that social activities are mostly related to repetition. Repetition relates to the pre-existent and opposes to it. As a result of opposition then comes adaptation, and with it what we call innovation. Then, an innovation happens as some path is no longer followed. But it always deals with and resolves somehow an opposition. So the question is more about "why should society (and people) not oppose to an innovation?" and "which are the reasons, interests or expectations that allow this to happen?". 

I hope this helps. 

Reference: 

Latour, Bruno, and Vincent Antonin Lépinay. The science of passionate interests: An introduction to Gabriel Tarde's economic anthropology. Prickly Paradigm Press, 2009.

http://14.139.206.50:8080/jspui/bitstream/1/2597/1/Latour%26Lepinay%20-%20The%20Science%20of%20Passionate%20Interests,%20An%20Introduction%20to%20Gabriel%20Tarde's%20Economic%20Anthropology.pdf

Resisting the resistance...on the conscious effort to seek out not-invented-here (NIH), as a strategy to keep a large company nimble, adaptive and innovation-minded. Particularly leadership and its role in inverting NIH.

http://hbswk.hbs.edu/item/the-benefits-of-not-invented-here