Skip to main content

Lund University Publications

LUND UNIVERSITY LIBRARIES

Being innovative, fun, and green? Hedonic and environmental motivations in the use of green innovations

Flores, Phil Justice LU and Jansson, Johan LU (2022) In Journal of Marketing Management
Abstract

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... (More)

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.

(Less)
Please use this url to cite or link to this publication:
author
and
organization
publishing date
type
Contribution to journal
publication status
epub
subject
keywords
Cognition, consumer innovativeness, emotions, environmental, green innovation, hedonic motivation
in
Journal of Marketing Management
publisher
Westburn Publishers
external identifiers
  • scopus:85130014621
ISSN
0267-257X
DOI
10.1080/0267257X.2022.2062426
language
English
LU publication?
yes
id
68122c6e-0824-4f88-b1d2-7441db64abd4
date added to LUP
2022-07-12 11:50:06
date last changed
2022-07-12 11:50:06
@article{68122c6e-0824-4f88-b1d2-7441db64abd4,
  abstract     = {{<p>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.</p>}},
  author       = {{Flores, Phil Justice and Jansson, Johan}},
  issn         = {{0267-257X}},
  keywords     = {{Cognition; consumer innovativeness; emotions; environmental; green innovation; hedonic motivation}},
  language     = {{eng}},
  publisher    = {{Westburn Publishers}},
  series       = {{Journal of Marketing Management}},
  title        = {{Being innovative, fun, and green? Hedonic and environmental motivations in the use of green innovations}},
  url          = {{http://dx.doi.org/10.1080/0267257X.2022.2062426}},
  doi          = {{10.1080/0267257X.2022.2062426}},
  year         = {{2022}},
}