The motive behind this conceptual study is to explore and pinpoint consumer resistance towards innovation to know the idea in the field of technological innovation and its resistance behavior. This study aim is to investigate the consumer resistance to innovation from the theoretical point of view and represent its significance in the process of innovation. The study analyze and summarize the complication of resistance to innovation and its effects on consumer attitude towards innovation as well as its effects on the consumer market. Previous mainstream literature focused on the innovation adoption but this study focusing on consumer resistance to innovation by showing its significant ideas about resistance to innovation