Green consumer behavior: Determinants of curtailment and eco-innovation adoption
2010 (English)In: Journal of Consumer Marketing, ISSN 0736-3761, Vol. 27, no 4, 358-370 p.Article in journal (Refereed) Published
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. Vol. 27, no 4, 358-370 p.
Consumer behavior Ecology, Automotive fuels, Sweden, Car habit, Eco-innovation adoption, Alternative fuel vehicles (AFVs), Automobiles
Research subject Business Studies
IdentifiersURN: urn:nbn:se:umu:diva-29756DOI: 10.1108/07363761011052396OAI: oai:DiVA.org:umu-29756DiVA: diva2:277952