Motives for continuous adoption of a proenvironmental innovation: the case of alternative fuel vehicles and fuels
2009 (English)In: In Proceedings of the 38th European Marketing Academy Conference (EMAC), May 26-29, Nantes, France, 2009Conference paper (Refereed)
Although much consumer adoption research focuses on the innovation-decision process, little research examines the motives for continuous use of the innovation after adoption. For proenvironmental innovations, the continued use of the innovation in an environmental way is imperative in order to reach intended environmental benefits. The aim of this paper is to examine factors influencing continuous usage of an adopted innovation. We report an empirical study carried out in Sweden on adopters of alternative fuel vehicles (AFVs). The results show that contextual and attitudinal factors, personal capabilities, and how-to knowledge significantly influence continuous adoption. Implications for further research on proenvironmental innovations and continuous adoption are presented.
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IdentifiersURN: urn:nbn:se:umu:diva-94358OAI: oai:DiVA.org:umu-94358DiVA: diva2:753479
38th European Marketing Academy Conference (EMAC), May 26-29, Nantes, France