کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
10492523 940273 2016 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Message framing and individual traits in adopting innovative, sustainable products (ISPs): Evidence from biofuel adoption
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Message framing and individual traits in adopting innovative, sustainable products (ISPs): Evidence from biofuel adoption
چکیده انگلیسی
This research examines the positive role of consumer education in diffusing innovative, sustainable products (ISPs). To enhance the effectiveness of a consumer education campaign, this study explores the type of message framing that can best facilitate product adoption among three different approaches: positive, negative, and hybrid framing. This study also investigates consumer traits and retailer attributes that facilitate or deter product adoption. The empirical application using biofuels shows that a negatively framed educational message highlighting the negative impact of gasoline (versus biofuels) is most effective in leveraging the social desirability of product adoption against its economic disadvantages. Consumer traits positively associated with the adoption of biobutanol are environmental consciousness, prosocial behavior, and openness to new experiences, whereas vertical individualism discourages such adoption. Furthermore, retailer choice attributes of location and payment convenience facilitate adoption, while retailer choice attributes based on price and servicescape cleanliness discourage such adoption.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 69, Issue 9, September 2016, Pages 3553-3560
نویسندگان
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