Consumer eco‐innovation adoption: assessing attitudinal factors and perceived product characteristics
研究整合环境心理学和创新扩散理论，通过瑞典车主调查，分析高参与度生态创新（替代燃料汽车）采纳者与未采纳者在规范、态度、新颖性寻求及产品属性感知上的差异。
Abstract 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. Copyright © 2010 John Wiley & Sons, Ltd and ERP Environment.