Various regulations, standards, public procurement activities, subsidies for private
demand, and other similar support measures form the demand-side innovation
policies. In the modern era, countries and governments dedicate more and more
attention to the economic, social, and environmental sustainability of development
and entrepreneurship. Sustainable development aims to meet human needs so that
economic and social conditions will improve or at least not deteriorate and
environment is preserved in order to allow future generations to meet their needs as
well. Several demand-side innovation policy measures target also sustainability
either as primary or secondary goal. Such policy measures tend to suffer from
overshooting effects or fail to influence the behaviour in a desired manner. The
purpose of this study is to offer suggestions concerning demand-side policy
measures in order to improve their impact on the sustainability of development