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Full-Text Articles in Business
Consumer Resistance To Green Innovations: Developing A New Scale And An Underlying Framework, Marius Claudy, Aidan O'Driscoll, Rosanna Garcia, Michael Mullen
Consumer Resistance To Green Innovations: Developing A New Scale And An Underlying Framework, Marius Claudy, Aidan O'Driscoll, Rosanna Garcia, Michael Mullen
Conference papers
The development and marketing of green innovations provide great potential to reduce carbon emissions, ease fossil fuel dependency and stabilize energy costs. The diffusion of many green innovations among consumers, however, remains low and they are often referred to as resistant innovations. Consumer resistance to green innovations is a generally under-researched area and empirical evidence is scarce. The objective of this study is therefore twofold. Building on recent advances in the literature, the study firstly aims to operationalize and empirically validate a measure of consumer resistance to green innovations. Secondly, the research aims to anchor this measure in a theoretically …
Exploring Antecedents Of Consumer Resistance Towards Microgeneration Technologies In Ireland, Marius Claudy, Aidan O'Driscoll, Rosanna Garcia, Michael Mullen
Exploring Antecedents Of Consumer Resistance Towards Microgeneration Technologies In Ireland, Marius Claudy, Aidan O'Driscoll, Rosanna Garcia, Michael Mullen
Conference papers
The diffusion of microgeneration technologies like micro wind turbines provides great potential to reduce CO2 emissions, ease fossil fuel dependency and stabilize energy costs. The uptake of microgeneration technologies among home owners, however, remains low and they are often referred to as resistant innovations. Consumer resistance to innovations is a generally under-researched area and empirical evidence is scarce. The research presented in this study is based on a large scale study around micro wind turbines, which was conducted with home owners in the Republic of Ireland in 2009. The contribution of this study is twofold. Building on recent advances in …