With the increasing information transparency of business operations’ environmental influences, public opinion plays an important role in the green technology adoption of enterprises. Identifying the diffusion path of public opinion involving the process of enterprise green technology adoption is a significant task to verify the triggering mechanisms among the external factors and internal ones. An appropriate framework may help to clarify how the sustainability elements of public opinion are introduced to green technology adoption. Therefore, an interpretive structural-modeling (ISM)-based approach was applied to explore the basic transmission process and path of public opinion involving green technology adoption in enterprise practices. From the pressure of public opinion to the stakeholders involved, as well as the corresponding operational environmental activities, this study explored the psychological behavior of internal and external stakeholders and tried to clarify what the driving elements of green technology adoption are and how they relate to each other. Based on the field data collected from practitioners with Chinese contextual experience, the driving elements of the enablers of green technology adoption by enterprises were identified, and the fundamental triggering mechanisms of the public opinion pressure among them were analyzed. Thereafter, the influence of internal and external stakeholders involving green technology adoption and their corresponding behaviors under the pressure of public opinion were determined and expounded comprehensively, which illustrates the diffusion path of how public opinion influences the operational green technology adoption. This may narrow the gap between public environmental expectation and business operations. Finally, the managerial implications and the limitations of this study were concluded. The explanatory corresponding ISM model established in this study enriches the literature on the theoretical research of the mechanisms of green technology adoption.
With the increasing of social pro-environmental preference, people receive various “green” signals that influence their consumption decisions. The purpose of our work is to establish a green consumption behavior research model based on social pro-environmental preference. We explore the three expressions forms (regulation, price and public opinion) of social pro-environmental preference, and their expressions content in consumer green purchase and green disposal, as well as the influence mechanism on green consumption. The research results show that the regulatory expression of pro-environmental preference (energy-efficient certification), and the price expression of pro-environmental preference (price discount) have a significant positive effect on green disposal behaviors; environmental online public opinion has a significant positive impact both on green product purchases and green disposal behavior.
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