Adoption barriers and resistance to sustainable solutions in the automotive sector

Development of alternative fuels and engines in the automotive sector is a requirement for building a sustainable energy policy. However, private consumers' acceptance of technological alternatives to internal combustion engines is still minimal. This study has two objectives. Based on theoretical and empirical findings, this study examines risk-related adoption barriers and their impact upon innovation resistance to sustainable solutions in the automotive sector. In the next step, a cluster analysis leads to various groups of private drivers with reference to the risk dimensions as perceived by consumers in the context of a possible purchase of an NGV. The paper concludes with research and managerial implications as opportunities to address and overcome risk-related adoption barriers and individual consumer's innovation resistance.

Research highlights
► Focus on adoption barriers to sustainable solutions in the automotive sector.
► Investigation of reasons for innovation resistance.
► Identification of different groups of innovation-resistant consumers.
► Strategies to address and to reduce risk-related adoption barriers.