umu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Car(ing) for our environment?: Consumer eco-innovation adoption and curtailment behaviors: The case of the alternative fuel vehicle.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE).ORCID iD: 0000-0003-2593-9439
2009 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Determinants influencing consumer eco-innovation adoption and green curtailment behaviors in a travel context are at the center of this thesis. Previous research on green consumer behavior has uncovered that internalized personal attitudinal factors such as values, beliefs, and norms are influential in determining mainly non-consumption and post-purchase behaviors. This thesis extends the understanding of a moral basis of green consumer behavior by exploring the influences of attitudinal factors on both car curtailment behaviors, and on consumer adoption of a high involvement eco-innovation – the alternative fuel vehicle. The integrated influences of innovation specific characteristics, car habits, knowledge and social norms, are also examined. Furthermore, differences between AFV adopters and non-adopters are explored, and the notion of consumers performing purchase and curtailment behaviors for different reasons is utilized in the development of nuanced profiles of three distinct consumer groups. Four studies, which build on two quantitative data collections on adopters and non-adopters of AFVs in Swe­den, are included in this thesis.

In the first study, similarities and differences among adopters and non-adopters of AFVs, and the effects of attitudinal factors (values, beliefs, and norms), knowledge, and sociodemo­graphics on the adoption decision are analyzed. The results show that knowledge and personal norms are strong predictors of AFV adoption and that the VBN theory is applicable in this context. The main implication from the study is that high-involvement green purchase deci­sions, such as eco-innovation adoption, can be viewed as morally based.

In the second study, a set of determinants influencing both curtailment of car use and willing­ness to adopt a less environmentally harmful vehicle are analyzed. Biospheric values, per­sonal proenvironmental norms, and car habit strength are found to influence both types of behaviors in different ways. The main implication from this study is that green purchase deci­sions and curtailment behaviors within a specific context are determined by partly different factors but personal norm is a strong predictor of both types of behaviors.

The third study extends the findings from the previous one in segmenting consumers on cur­tailment behaviors and proenvironmental purchases. Three distinct types of consumers emerge from the data. The Non-greens are found to exhibit the lowest levels of green attitudes and behaviors, and the strongest car habits. The Curtailers are distinguished by performing primar­ily reductionist behaviors, and by being the most willing to reduce negative environ­mental impact of car use. The Ecovators are found to be the most inclined to purchase eco-innovations and also display the greenest values. The study shows that green consumers are a heterogeneous group that can be separated on the basis of green curtailment behaviors and proenvironmental purchase decisions, and that there seems to be no inherent contradiction in being an early adopter of new green technology (such as the AFV) and also having high levels of proenviron­mental values, beliefs, and norms.

In the final study, innovation specific characteristics and consumer innovativeness factors are integrated with normative and attitudinal determinants influencing AFV adoption. The results show that personal and social norms, consumer novelty seeking, and four perceived innovation characteristics influence the adoption decision. Differences between AFV adopters’ and non-adopters’ ratings of AFV specific attributes are also analyzed. The contribution of this study is the integration of VBN theory and the DOI framework and the empirical conclusion that eco-innovations need to deliver on both traditional and proenvironmental attributes in order to be perceived as attractive by consumers.

In sum, this thesis demonstrates the importance of proenvironmental personal norms for consumer adoption of a high involvement eco-innovation such as the AFV.

Place, publisher, year, edition, pages
Umeå: Umeå School of Business, Umeå University , 2009. , 123 p.
Series
Studier i företagsekonomi. Serie B, ISSN 0346-8291 ; 71
Keyword [en]
Diffusion of innovations (DOI), value-belief-norm (VBN) theory, alternative fuel vehicles (AFV), eco-innovation, early adoption, curtailment behaviors, proenvironmental attitudes, innovation characteristics
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:umu:diva-29752ISBN: 978-91-7264-877-7 (print)OAI: oai:DiVA.org:umu-29752DiVA: diva2:277926
Public defence
2009-12-16, The faculty of arts building, Lecture Hall F, Umeå University, SE-901 87 Umeå, Umeå, 13:15 (English)
Opponent
Supervisors
Available from: 2009-11-25 Created: 2009-11-23 Last updated: 2016-07-01Bibliographically approved
List of papers
1. Exploring early adopters of an eco-innovation: The case of the alternative fuel vehicle
Open this publication in new window or tab >>Exploring early adopters of an eco-innovation: The case of the alternative fuel vehicle
2011 (English)In: Journal of Consumer Behaviour, ISSN 1472-0817, E-ISSN 1479-1838, Vol. 10, no 1, 51-60 p.Article in journal (Refereed) Published
Abstract [en]

Environmental problems are increasingly becoming everyday issues of international organizations, national governments, and individual consumers. In consumer behavior research considerable effort has been focused on understanding environmentally significant behaviors. One such research stream uses the value-belief-norm theory (VBN) to explain and predict a number of relatively low involvement proenvironmental consumer behaviors such as household energy use. However, many consumer behaviors with significant impact on the environment are categorized as high involvement behaviors where VBN theory has not yet been employed. The aim of this paper is to arrive at a better understanding of consumer adoption of a high involvement eco-innovation using VBN theory. As an example of a high involvement eco-innovation the alternative fuel vehicle (AFV) which runs on fossil oil-alternative fuels such as electricity and biofuels is used. A representative sample of adopters and non-adopters of these vehicles in Sweden were surveyed. Differences between adopters and non-adopters on sociodemographic and VBN factors were analyzed and the explanatory ability of the different factors on adoption was analyzed using logistic regression. The results showed that early adopters had a higher level of education and were much more likely to live in multi-person households compared to non-adopters. In terms of attitudinal factors, adopters exhibited higher levels of proenvironmental values, beliefs, and personal norms (PNs). Furthermore the results established that VBN factors were successful in explaining the early adoption of a high involvement eco-innovation such as the AFV. The implications for consumer research, public policymakers, and for marketers of eco-innovations are discussed.

Place, publisher, year, edition, pages
John Wiley & Sons, Inc., 2011
Keyword
Consumer behaviour, values, diffusion of innovations (DOI), early adoption, alternative fuel vehicles (AFVs), value-belief-norm (VBN) theory
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:umu:diva-29755 (URN)10.1002/cb.346 (DOI)
Note
Den publicerade artikelns titel: Exploring consumer adoption of a high involvement eco-innovation using value-belief-norm theory.Available from: 2009-11-23 Created: 2009-11-23 Last updated: 2017-12-12Bibliographically approved
2. Green consumer behavior: Determinants of curtailment and eco-innovation adoption
Open this publication in new window or tab >>Green consumer behavior: Determinants of curtailment and eco-innovation adoption
2010 (English)In: Journal of Consumer Marketing, ISSN 0736-3761, E-ISSN 2052-1200, Vol. 27, no 4, 358-370 p.Article in journal (Refereed) Published
Abstract [en]

Purpose – Knowledge of green consumer behavior is important for environmental and business reasons. The purpose of this study is to examine thedeterminants of green curtailment behaviors and consumer adoption of innovations marketed as green (eco-innovations), and to analyze factorsexplaining these two types of green behaviors.

Design/methodology/approach – The results from a survey on adopters and non-adopters (N = 1,832) of alternative fuel vehicles (AFVs) arereported. Regression analysis on willingness to curtail car use and willingness to adopt a so-called environmentally friendly car are used to identifysignificant determinants across the behavioral categories.

Findings – The results show that values, beliefs, norms, and habit strength determine willingness to curtail and willingness for eco-innovationadoption. Personal norms have a strong positive influence on willingness for the behaviors and habit strength has a negative influence. The otherdeterminants have varying influence depending on type of behavior.

Research limitations/implications – A limitation of this study concerns the focus on only one eco-innovation. However, since the adoption of AFVs isa high involvement behavior, the results carry implications for other high involvement products as well.Practical implications – Attitudinal factors and habits in combination prove to be effective determinants for curtailment behaviors and willingness toadopt eco-innovations. In addition, previous adoption is found to be a strong determinant of future willingness to adopt.

Originality/value – The contribution of the paper is the two-sided approach on green consumer behavior and the result that values, beliefs and normsnot only predict low involvement post-purchase behaviors but also adoption of high involvement eco-innovations.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2010
Keyword
Consumer behavior Ecology, Automotive fuels, Sweden, Car habit, Eco-innovation adoption, Alternative fuel vehicles (AFVs), Automobiles
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:umu:diva-29756 (URN)10.1108/07363761011052396 (DOI)
Available from: 2009-11-23 Created: 2009-11-23 Last updated: 2017-12-12Bibliographically approved
3. Elucidating green consumers: a cluster analytic approach on proenvironmental purchase and curtailment behaviors
Open this publication in new window or tab >>Elucidating green consumers: a cluster analytic approach on proenvironmental purchase and curtailment behaviors
2009 (English)In: Journal of Euromarketing, ISSN 1049-6483, E-ISSN 1528-6967, Vol. 18, no 4, 245-267 p.Article in journal (Refereed) Published
Abstract [en]

This study used a cluster analytic approach with the purpose of arriving at a nuanced picture of consumers, in relation to green purchase and curtailment behaviors. Based on Swedish car owners’ values, beliefs, norms, habits, and personal capabilities, three clusters emerged that were validated using discriminant analysis: non-greens, curtailers, and ecovators. The profiling constructs showed that ecovators (ecological innovators) had the highest levels of green beliefs and were found to be innovators with respect to a high involvement eco-innovation (the alternative fuel vehicle). Marketing and policy implications together with suggestions for further research on proenvironmental consumer behavior are provided.

Place, publisher, year, edition, pages
Routledge / Taylor & Francis, 2009
Keyword
Green consumer behavior, curtailment, early adoption, alternative fuel vehicles (AFVs), Eco-vators, eco-innovation, Sweden
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:umu:diva-29757 (URN)10.1080/10496480903364242 (DOI)
Available from: 2009-11-23 Created: 2009-11-23 Last updated: 2017-12-12Bibliographically approved
4. Consumer eco-innovation adoption: Assessing attitudinal factors and perceived product characteristics
Open this publication in new window or tab >>Consumer eco-innovation adoption: Assessing attitudinal factors and perceived product characteristics
2011 (English)In: Business Strategy and the Environment, ISSN 0964-4733, E-ISSN 1099-0836, Vol. 20, no 1, 192-210 p.Article in journal (Refereed) Published
Abstract [en]

For business and environmental reasons, increased understanding of green consumer behavior is essential. This paper addresses consumer adoption and non-adoption of a high involvement eco-innovation (the alternative fuel vehicle, AFV). The purpose is to integrate two research streams to explore factors driving and hindering adoption. The factors are rooted in environmental psychology research and the diffusion of innovation literature. Survey results on Swedish car owners are reported. The results indicate that adopters and non-adopters differ on norms, attitudes, novelty seeking and on how innovation attributes are perceived. Furthermore, the results show that the groups rank car attributes such as fuel consumption and carbon dioxide emissions differently. The main contribution of the paper is the integration of norms and attitudes together with consumer adoption factors in analyzing green consumer behavior in relation to a high involvement product. The implications for business and marketing strategy and for environmental policy are discussed.

Place, publisher, year, edition, pages
John Wiley & Sons, Ltd. and ERP Environment, 2011
Keyword
Alternative fuel vehicles (AFVs), Personal norms, Social norms, Innovativeness, Automobiles, Innovation characteristics
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-35387 (URN)10.1002/bse.690 (DOI)000289734200004 ()
Projects
RiseB
Note

Manuscript version included in dissertation with the title "Consumer adoption of an eco-innovation: The effects of norms, attitudes, innovativeness and perceived innovation characteristics"

Available from: 2010-08-16 Created: 2010-08-16 Last updated: 2017-12-12

Open Access in DiVA

fulltext(629 kB)4438 downloads
File information
File name FULLTEXT01.pdfFile size 629 kBChecksum SHA-512
6447f8b4773e0c260735ed6f4b422aebe33d6f9edb5e0ba3a4bae961ee451d15cc3e840dea6c8f76269ea4748e69bf6d578a28db9e64daeea3502c6083651fc5
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Jansson, Johan
By organisation
Umeå School of Business and Economics (USBE)
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 4438 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

isbn
urn-nbn

Altmetric score

isbn
urn-nbn
Total: 4410 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf