Umeå universitets logga

umu.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Does being innovative and green drive the use of green transport innovations?: The case of shared e-bike and e-scooter
Lund University School of Economics and Management.ORCID-id: 0000-0002-1198-6165
Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.ORCID-id: 0000-0003-2593-9439
2021 (Engelska)Ingår i: Proceedings of the European Marketing Academy, 50th, European Marketing Academy , 2021, artikel-id 93807Konferensbidrag, Muntlig presentation med publicerat abstract (Refereegranskat)
Abstract [en]

The rise of green transport innovations supports the demand for a greener future. However, little is known as to what drives these innovations’ use. Research has pointed to the importance of consumer innovativeness (CI) and green perceptions. In this study, we look at a promoted green transport mode, shared micromobility. Shared micromobility offers small-scale, lightweight vehicles on an instant need basis. Notably, we identify how CI and green perceptions are related to the use of shared e-bikes and e-scooters. We surveyed 1,501 users and non-users in Copenhagen and Stockholm. Results show that users consider themselves innovative and perceive shared e-bikes and e-scooters as relatively green, while non-users do not. When comparing users, CI and green perceptions relate to shared e-bike use, but only CI is linked to shared e-scooter use. From a marketing perspective, identifying innovativeness and green perceptions allows for targeted communications and a more precise branding focus.

Ort, förlag, år, upplaga, sidor
European Marketing Academy , 2021. artikel-id 93807
Nationell ämneskategori
Företagsekonomi
Forskningsämne
konsumentbeteende
Identifikatorer
URN: urn:nbn:se:umu:diva-183822OAI: oai:DiVA.org:umu-183822DiVA, id: diva2:1559312
Konferens
European Marketing Academy EMAC Conference, Madrid, Spain, May 25-28, 2021
Tillgänglig från: 2021-06-02 Skapad: 2021-06-02 Senast uppdaterad: 2021-09-28Bibliografiskt granskad

Open Access i DiVA

Fulltext saknas i DiVA

Övriga länkar

URL

Person

Jansson, Johan

Sök vidare i DiVA

Av författaren/redaktören
Phil, Justice FloresJansson, Johan
Av organisationen
Företagsekonomi
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 766 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf