How do the perception of the technological and symbolic dimensions and the social context affect the green consumer adoption process of eco‐innovations?
Clara Cubillas‐Para,
Eva Tomaseti‐Solano,
Antonia Madrid‐Guijarro
Abstract:Environmental challenges have led to a shift toward more sustainable consumption and production patterns. Understanding the factors that influence consumers' choices toward green products is crucial for achieving sustainable development. This study investigates the adoption process of a low‐involvement eco‐innovation, examining the influence of the level of green consumerism, the perception of its technological and symbolic dimensions, social pressure, and social conspicuousness. A sample of 268 observations w… Show more
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