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How to catch the generation Y: Identifying consumers of ecological innovations among youngsters

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  • Gurtner, Sebastian
  • Soyez, Katja

Abstract

The economic damage of environmental pollution is remarkable, thus protecting the environment has become a pressing issue during the last decades. Consequently, for companies there is an obvious need to consider environmental issues in product development and to understand why consumers adopt ecological innovations. The success of eco-innovations, however, depends on the individual adoption decision of the consumer. Hence, the question arises, why do consumers adopt ecological innovations? By integrating two areas of consumer characteristics, namely environmental consciousness and consumer innovativeness with a special focus of young consumers as the next generation of eco-innovators, the present study provides an answer to this question. Furthermore, we focus on the promising market segment of young consumers as they are potential agents of change. In total 446 young consumers were surveyed. The results provide insights on what drives eco-innovativeness and thus, how to market new ecological products. Structural equation modeling led to the result that joyful consumption is an important antecedent of domain-specific eco-innovativeness. Additionally, a biospheric value orientation leads to higher eco-innovativeness, whereas altruistic values reduce eco-innovativeness. The results show that practitioners and product designers have to take into account not only the benefit for nature but also the hedonic component of a new product.

Suggested Citation

  • Gurtner, Sebastian & Soyez, Katja, 2016. "How to catch the generation Y: Identifying consumers of ecological innovations among youngsters," Technological Forecasting and Social Change, Elsevier, vol. 106(C), pages 101-107.
  • Handle: RePEc:eee:tefoso:v:106:y:2016:i:c:p:101-107
    DOI: 10.1016/j.techfore.2016.02.015
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    Cited by:

    1. Huang, Youlin & Qian, Lixian & Tyfield, David & Soopramanien, Didier, 2021. "On the heterogeneity in consumer preferences for electric vehicles across generations and cities in China," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    2. Benedikt M. Brand & Theresa Maria Rausch & Jannika Brandel, 2022. "The Importance of Sustainability Aspects When Purchasing Online: Comparing Generation X and Generation Z," Sustainability, MDPI, vol. 14(9), pages 1-28, May.
    3. Lizbeth Salgado-Beltrán & Luis F. Beltrán-Morales & Alma T. Velarde-Mendivil & María E. Robles-Baldenegro, 2018. "Attitudes and Sensory Perceptions of Food Consumers towards Technological Innovation in Mexico: A Case-Study on Rice-Based Dessert," Sustainability, MDPI, vol. 10(1), pages 1-15, January.
    4. Ponzoa, José M. & Gómez, Andrés & Villaverde, Silvia & Díaz, Vicente, 2021. "Technologically empowered? perception and acceptance of AR glasses and 3D printers in new generations of consumers," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    5. Jagienka Rześny-Cieplińska & Agnieszka Szmelter-Jarosz, 2020. "Environmental Sustainability in City Logistics Measures," Energies, MDPI, vol. 13(6), pages 1-29, March.
    6. Lv, Zhe & Zhao, Wenjia & Liu, Yu & Wu, Jie & Hou, Mutian, 2024. "Impact of perceived value, positive emotion, product coolness and Mianzi on new energy vehicle purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    7. Natália Gava Gastaldo & Graciele Rediske & Paula Donaduzzi Rigo & Carmen Brum Rosa & Leandro Michels & Julio Cezar Mairesse Siluk, 2019. "What is the Profile of the Investor in Household Solar Photovoltaic Energy Systems?," Energies, MDPI, vol. 12(23), pages 1-18, November.
    8. Jana Hojnik & Mitja Ruzzier & Maja Konečnik Ruzzier, 2019. "Transition towards Sustainability: Adoption of Eco-Products among Consumers," Sustainability, MDPI, vol. 11(16), pages 1-29, August.
    9. Inés Ruiz-Rosa & Desiderio Gutiérrez-Taño & Francisco J. García-Rodríguez, 2020. "Social Entrepreneurial Intention and the Impact of COVID-19 Pandemic: A Structural Model," Sustainability, MDPI, vol. 12(17), pages 1-17, August.
    10. Zhen Chen, 2017. "The Influence of 3D Printing on Global Container Multimodal Transport System," Complexity, Hindawi, vol. 2017, pages 1-19, November.
    11. José Alberto Martínez-González & Eduardo Parra-López & Almudena Barrientos-Báez, 2021. "Young Consumers’ Intention to Participate in the Sharing Economy: An Integrated Model," Sustainability, MDPI, vol. 13(1), pages 1-21, January.
    12. Kim, Moon-Koo & Oh, Jeesun & Park, Jong-Hyun & Joo, Changlim, 2018. "Perceived value and adoption intention for electric vehicles in Korea: Moderating effects of environmental traits and government supports," Energy, Elsevier, vol. 159(C), pages 799-809.
    13. Qian, Lixian & Huang, Youlin & Tyfield, David & Soopramanien, Didier, 2023. "Dynamic consumer preferences for electric vehicles in China: A longitudinal approach," Transportation Research Part A: Policy and Practice, Elsevier, vol. 176(C).
    14. José Alberto Martínez-González & Urszula Kobylinska & Francisco J. García-Rodríguez & Lukasz Nazarko, 2019. "Antecedents of Entrepreneurial Intention among Young People: Model and Regional Evidence," Sustainability, MDPI, vol. 11(24), pages 1-29, December.
    15. Esthela Galván-Vela & Missael Ruíz-Corrales & Eduardo Ahumada-Tello & Rafael Ravina-Ripoll, 2023. "Eco-Innovation as a Positive and Happy Industry Externality: Evidence from Mexico," Sustainability, MDPI, vol. 15(8), pages 1-12, April.

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