Paparoidamis, NG, Tran, TTH, Leonidou, LC et al. (1 more author) (2019) Being Innovative While Being Green: An Experimental Inquiry into How Consumers Respond to Eco‐Innovative Product Designs. Journal of Product Innovation Management, 36 (6). pp. 824-847. ISSN 0737-6782
Abstract
Eco‐innovations are an effective way for companies to strategically align themselves with customers' growing environmental concerns. Despite their crucial role, scant research has focused on eco‐innovative product designs. Drawing from the sustainability and innovation literature, this article proposes that in the design of an eco‐innovation, its degree of innovativeness, level of eco‐friendliness, and detachability significantly affect consumers' adoption intentions. This article develops various conceptual models tested through three independent online experiments with U.S. consumers. The findings support the hypotheses and provide useful insights into the underlying mechanisms of how and why consumers respond to eco‐innovative product designs across various high‐tech product categories. Specifically, the results show (1) a positive effect of innovativeness degrees of eco‐innovative attributes on consumers' perceptions of product eco‐friendliness and on their adoption intentions as well as a significant moderating role of consumers' need for cognition (Study 1); (2) a positive influence of eco‐friendliness levels of eco‐innovative attributes on consumer adoption intentions in the case of high‐complexity products but not for low‐complexity products, emphasizing the need to adopt different approaches when developing eco‐innovations to ensure favorable consumer reactions (Study 2); and (3) a significant impact of the detachability of eco‐innovative attributes on consumers' perceptions of trade‐offs between environmental benefits and product functionality and on their intentions to adopt eco‐innovations (Study 3). These findings add to existing theoretical knowledge, provide actionable managerial implications, and identify fruitful avenues for future research.
Metadata
Item Type: | Article |
---|---|
Authors/Creators: |
|
Copyright, Publisher and Additional Information: | © 2019 Product Development & Management Association. This is the peer reviewed version of the following article: Paparoidamis, NG, Tran, TTH, Leonidou, LC et al. (1 more author) (2019) Being Innovative While Being Green: An Experimental Inquiry into How Consumers Respond to Eco‐Innovative Product Designs. Journal of Product Innovation Management, 36 (6). pp. 824-847. ISSN 0737-6782, which has been published in final form at https://doi.org/10.1111/jpim.12509. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. |
Keywords: | Eco innovation; new product design; eco-friendly products; innovation adoptions |
Dates: |
|
Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 18 Sep 2019 09:54 |
Last Modified: | 06 Sep 2021 00:38 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1111/jpim.12509 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:150940 |