Purpose-Knowledge of green consumer behavior is important for environmental and business reasons. The purpose of this study is to examine the determinants of green curtailment behaviors and consumer adoption of innovations marketed as green (eco-innovations), and to analyze factors explaining these two types of green behaviors. Design/methodology/approach-The results from a survey on adopters and non-adopters (n ¼ 1,832) of alternative fuel vehicles (AFVs) are reported. Regression analysis on willingness to curtail car use and willingness to adopt a so-called environmentally friendly car are used to identify significant determinants across the behavioral categories. Findings-The results show that values, beliefs, norms, and habit strength determine willingness to curtail and willingness for eco-innovation adoption. Personal norms have a strong positive influence on willingness for the behaviors and habit strength has a negative influence. The other determinants have varying influence depending on type of behavior. Research limitations/implications-A limitation of this study concerns the focus on only one eco-innovation. However, since the adoption of AFVs is a high involvement behavior, the results carry implications for other high involvement products as well. Practical implications-Attitudinal factors and habits in combination prove to be effective determinants for curtailment behaviors and willingness to adopt eco-innovations. In addition, previous adoption is found to be a strong determinant of future willingness to adopt. Originality/value-The contribution of the paper is the two-sided approach on green consumer behavior and the result that values, beliefs and norms not only predict low involvement post-purchase behaviors but also adoption of high involvement eco-innovations.

Environmental problems are increasingly becoming everyday issues of international organizations, national governments, and individual consumers. In consumer behavior research considerable effort has been focused on understanding environmentally significant behaviors. One such research stream uses the value-belief-norm theory (VBN) to explain and predict a number of relatively low involvement proenvironmental consumer behaviors such as household energy use. However, many consumer behaviors with significant impact on the environment are categorized as high involvement behaviors where VBN theory has not yet been employed. The aim of this paper is to arrive at a better understanding of consumer adoption of a high involvement eco-innovation using VBN theory. As an example of a high involvement ecoinnovation the alternative fuel vehicle (AFV) which runs on fossil oil-alternative fuels such as electricity and biofuels is used. A representative sample of adopters and non-adopters of these vehicles in Sweden were surveyed. Differences between adopters and non-adopters on sociodemographic and VBN factors were analyzed and the explanatory ability of the different factors on adoption was analyzed using logistic regression. The results showed that early adopters had a higher level of education and were much more likely to live in multi-person households compared to non-adopters. In terms of attitudinal factors, adopters exhibited higher levels of proenvironmental values, beliefs, and personal norms (PNs). Furthermore the results established that VBN factors were successful in explaining the early adoption of a high involvement ecoinnovation such as the AFV. The implications for consumer research, public policymakers, and for marketers of eco-innovations are discussed.

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This study examines return and volatility spillovers from the US and Japanese stock markets to three South Asian capital markets -(i) the Bombay Stock Exchange, (ii) the Karachi Stock Exchange, and (iii) the Colombo Stock Exchange. We construct a univariate EGARCH spillover model which allows the unexpected return of any particular South Asian market to be driven by a local shock, a regional shock from Japan, and a global shock from the USA. The study discovers return spillovers in all three markets, and volatility spillovers from the US to the Indian and Sri Lankan markets, and from the Japanese to the Pakistani market. Regional factors seem to exert an influence on these three markets before the Asian financial crisis but the global factor becomes more important in the post-crisis period. JEL Classification: G14; G15