Examining consumer acceptance of green innovations using innovation characteristics: A conceptual approach

Abstract

In the wake of global warming and environmental preservation, all processes and actions are now being directed along the lines of creating a greener environment. Household solar equipments are one such initiative, whereby people around the world are being encouraged to adopt green innovations even within homes. Recent emphasis is particularly along the usage of solar energy for home lighting, heating, and cooking. To achieve increased adoption of these green innovations, it is important to understand the behaviours of various factors that may influence consumers in forming favourable intentions towards such innovations. This article aims to develop a theory-based conceptual framework for examining user adoption of household solar innovations. Attributes from Rogers' diffusion of innovations theory, Tornatzky and Klein's meta-analysis, and Moore and Benbasat's perceived characteristics of innovating theory will be used to design the intended framework for examining the adoption of household solar and other green innovations.

Factors influencing the green purchase behaviour of millennials: An emerging country perspective

“…This finding accords with that of Claudy et al (2011) in Ireland and Chou et al (2012) in Taiwan, who reported a significant influence of observability in influencing the purchasing of solar products. Their findings were also validated by Kapoor et al ((2014)) in similar studies conducted in Swansea (United Kingdom) on household solar equipment.…”

“…The questionnaire was adapted from scales that had previously been validated from previous studies (refer to annexure 1). "Relative advantage", "complexity", "compatibility" and "observability" were measured using items which were adapted from Rogers (2003), Chou et al (2012), Alam et al (2014), and Kapoor et al ((2014)). For "attitudes", "subjective norm", "perceived behavioural control", "behaviour intention" and "adoption behaviour", the items used were adapted from Wang et al (2016), Moser (2015), M.F.…”

“…A number of studies that have sought to understand the main determinants of green products, have used the constructs from DOI and behaviour intention (Choshaly, 2019;Kapoor et al, (2014); Mannan et al, 2017). All of the results from these studies established that the model provided a good relationship between innovation characteristics and behavioural intention.…”

“…Consequently, innovations that are perceived by potential adopters as having superior relative advantage, compatibility, observability and less complexity, are adopted more rapidly than innovations that do not contain these characteristics (Rogers, 2010, p. 16). The DOI characteristics have been extensively applied by many researchers to examine the awareness and acceptance of green innovations and sustainable/eco-friendly products (Islam & Meade, 2013;Kapoor & Dwivedi, 2020;Kapoor et al, (2014); Olson, 2013).…”

Drivers of Middle-Class Consumers’ Green Appliance Attitude and Purchase Behavior: A Multi-Theory Application

“…Scales from previous studies were adapted to measure the constructs in this study. The following sources were used: functional value (Biswas & Roy, 2015a;Malhotra & Maheshwari, 2011); social value (Lorek & Fuchs, 2013;Zhao et al, 2014); emotional value (Suki & Suki, 2015); conditional value (Wang et al, 2013); epistemic value (Kaufmann et al, 2012;Mostafa, 2009); relative advantage (Dalton et al, 2008;Rogers, 2003); compatibility (Ozaki & Sevastyanova, 2011;Rogers, 2003); complexity (Arkesteijn & Oerlemans, 2005;Chou et al, 2012); observability (Kapoor et al, 2014); attitudes (Zhou et al, 2013); PBC (Moser, 2015); behavioral intention (Wu & Chen, 2014), and actual adoption behavior (Ha & Janda, 2012;Kim et al, 2013). All of the constructs were measured using a 7point Likert scale ranging from 1 ¼ strongly disagree to 7 ¼ strongly agree.…”