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Green consumer behavior : Determinants of curtailment and eco-innovation adoption

Jansson, Johan LU ; Marell, Agneta and Nordlund, Annika (2010) In Journal of Consumer Marketing 27(4). p.358-370
Abstract
Purpose – Knowledge of green consumer behavior is important for environmental and business reasons. The purpose of this study is to examine the determinants of green curtailment behaviors and consumer adoption of innovations marketed as green (eco-innovations), and to analyze factors explaining these two types of green behaviors.

Design/methodology/approach – The results from a survey on adopters and non-adopters (n ¼ 1,832) of alternative fuel vehicles (AFVs) are reported. Regression analysis on willingness to curtail car use and willingness to adopt a so-called environmentally friendly car are used to identify significant determinants across the behavioral categories.

Findings – The results show... (More)
Purpose – Knowledge of green consumer behavior is important for environmental and business reasons. The purpose of this study is to examine the determinants of green curtailment behaviors and consumer adoption of innovations marketed as green (eco-innovations), and to analyze factors explaining these two types of green behaviors.

Design/methodology/approach – The results from a survey on adopters and non-adopters (n ¼ 1,832) of alternative fuel vehicles (AFVs) are reported. Regression analysis on willingness to curtail car use and willingness to adopt a so-called environmentally friendly car are used to identify significant determinants across the behavioral categories.

Findings – The results show that values, beliefs, norms, and habit strength determine willingness to curtail and willingness for eco-innovation adoption. Personal norms have a strong positive influence on willingness for the behaviors and habit strength has a negative influence. The other determinants 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 is a 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 to adopt 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 norms not only predict low involvement post-purchase behaviors but also adoption of high involvement eco-innovations. (Less)
Please use this url to cite or link to this publication:
author
publishing date
type
Contribution to journal
publication status
published
subject
keywords
consumer behaviour, ecology, automotive fuels, Sweden
in
Journal of Consumer Marketing
volume
27
issue
4
pages
13 pages
publisher
MCB University Press
external identifiers
  • scopus:77954228460
ISSN
0736-3761
DOI
10.1108/07363761011052396
language
English
LU publication?
no
id
3c0fa4d2-a3ca-4823-9a63-999ec72839eb
alternative location
https://www.scopus.com/inward/record.uri?eid=2-s2.0-77954228460&doi=10.1108%2f07363761011052396&partnerID=40&md5=d0b75c3b5c37df00d7c07aefc99511ff
date added to LUP
2017-01-12 15:18:39
date last changed
2018-08-12 04:32:44
@article{3c0fa4d2-a3ca-4823-9a63-999ec72839eb,
  abstract     = {<b>Purpose</b> – Knowledge of green consumer behavior is important for environmental and business reasons. The purpose of this study is to examine the determinants of green curtailment behaviors and consumer adoption of innovations marketed as green (eco-innovations), and to analyze factors explaining these two types of green behaviors.<br/><br/><b>Design/methodology/approach</b> – The results from a survey on adopters and non-adopters (n ¼ 1,832) of alternative fuel vehicles (AFVs) are reported. Regression analysis on willingness to curtail car use and willingness to adopt a so-called environmentally friendly car are used to identify significant determinants across the behavioral categories.<br/><br/><b>Findings</b> – The results show that values, beliefs, norms, and habit strength determine willingness to curtail and willingness for eco-innovation adoption. Personal norms have a strong positive influence on willingness for the behaviors and habit strength has a negative influence. The other determinants have varying influence depending on type of behavior.<br/><br/><b>Research limitations/implications</b> – A limitation of this study concerns the focus on only one eco-innovation. However, since the adoption of AFVs is a high involvement behavior, the results carry implications for other high involvement products as well. <br/><br/><b>Practical implications</b> – Attitudinal factors and habits in combination prove to be effective determinants for curtailment behaviors and willingness to adopt eco-innovations. In addition, previous adoption is found to be a strong determinant of future willingness to adopt.<br/><br/><b>Originality/value</b> – The contribution of the paper is the two-sided approach on green consumer behavior and the result that values, beliefs and norms not only predict low involvement post-purchase behaviors but also adoption of high involvement eco-innovations.},
  author       = {Jansson, Johan and Marell, Agneta and Nordlund, Annika},
  issn         = {0736-3761},
  keyword      = {consumer behaviour,ecology,automotive fuels,Sweden},
  language     = {eng},
  number       = {4},
  pages        = {358--370},
  publisher    = {MCB University Press},
  series       = {Journal of Consumer Marketing},
  title        = {Green consumer behavior : Determinants of curtailment and eco-innovation adoption},
  url          = {http://dx.doi.org/10.1108/07363761011052396},
  volume       = {27},
  year         = {2010},
}