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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 universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi. K2 – Sweden’s National Centre for Research and Education on Public Transport, Lund, Sweden.ORCID-id: 0000-0003-2593-9439
2022 (engelsk)Inngår i: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 38, nr 17-18, s. 1907-1936Artikkel i tidsskrift (Fagfellevurdert) 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.

sted, utgiver, år, opplag, sider
Routledge, 2022. Vol. 38, nr 17-18, s. 1907-1936
Emneord [en]
Cognition, emotions, hedonic motivation, environmental, consumer innovativeness, green innovation
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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
Tilgjengelig fra: 2022-04-29 Laget: 2022-04-29 Sist oppdatert: 2023-06-19bibliografisk kontrollert

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