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Being innovative, fun, and green?: Hedonic and environmental motivations in the use of green innovations
Department of Business Administration, Marketing, Lund University School of Economics and Management, Lund University, Lund, Sweden; K2 – Sweden’s National Centre for Research and Education on Public Transport, Lund, Sweden; Agenda 2030 Graduate School, Lund University, Lund, Sweden.ORCID iD: 0000-0002-1198-6165
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration. K2 – Sweden’s National Centre for Research and Education on Public Transport, Lund, Sweden.ORCID iD: 0000-0003-2593-9439
2022 (English)In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 38, no 17-18, p. 1907-1936Article in journal (Refereed) Published
Abstract [en]

This paper seeks to determine the decision-making route relating to hedonic and environmental motivation in green innovation adoption and to show how two similar green innovations can motivate consumers differently. It also aims to determine the effect of domain-specific innovativeness (DSI) on emotions and green identity on environmental motivations. The paper focuses on two types of green transport innovations: shared e-bikes and e-scooters. Four models were tested using structural equation modelling based on survey data from 800 shared e-bike and e-scooter users. The results reveal that the decision to use shared e-bikes follows a cognitive route, while shared e-scooter use follows an affective route. Additionally, findings show that DSI significantly affects positive emotions in the use of both shared microvehicles. However, green identity only impacts the environmental motivations in shared e-bike use.

Place, publisher, year, edition, pages
Routledge, 2022. Vol. 38, no 17-18, p. 1907-1936
Keywords [en]
Cognition, emotions, hedonic motivation, environmental, consumer innovativeness, green innovation
National Category
Business Administration
Research subject
consumer behavior
Identifiers
URN: urn:nbn:se:umu:diva-194302DOI: 10.1080/0267257x.2022.2062426ISI: 000787189800001Scopus ID: 2-s2.0-85130014621OAI: oai:DiVA.org:umu-194302DiVA, id: diva2:1655082
Available from: 2022-04-29 Created: 2022-04-29 Last updated: 2023-06-19Bibliographically approved

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Jansson, Johan

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Citation style
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