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The social acceptability of technological innovation: towards an operationalization of the construct for marketing research
[L’acceptabilité sociale de l’innovation technologique : vers une opérationnalisation du construit pour la recherche en marketing]

Author

Listed:
  • Julie Jammes

    (MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier, UM - Université de Montpellier)

  • Pauline Folcher

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School, UM - Université de Montpellier)

  • Gilles N'Goala

    (MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier, UM - Université de Montpellier)

Abstract

The social acceptability of technological innovation is a concept that has been discussed in various disciplines in the humanities and social sciences. However, this subject remains understudied in the marketing literature, which has predominantly focused on practical acceptability, adoption, and appropriation of technological innovation. To address this gap, this communication proposes a theoretical conceptualization of the social acceptability of technological innovation perceived by the consumer. This approach aims to lay the necessary conceptual foundations for operationalizing the construct and encouraging future marketing research. A qualitative study, involving 30 semi-structured interviews, was conducted to generate an enriched and detailed understanding of what the social acceptability of technological innovation means for consumers. The results indicate that the social acceptability of technological innovation is a bidimensional construct.

Suggested Citation

  • Julie Jammes & Pauline Folcher & Gilles N'Goala, 2024. "The social acceptability of technological innovation: towards an operationalization of the construct for marketing research [L’acceptabilité sociale de l’innovation technologique : vers une opérati," Post-Print hal-04643346, HAL.
    • Handle: RePEc:hal:journl:hal-04643346
    Note: View the original document on HAL open archive server: https://hal.science/hal-04643346
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    References listed on IDEAS

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    1. Wustenhagen, Rolf & Wolsink, Maarten & Burer, Mary Jean, 2007. "Social acceptance of renewable energy innovation: An introduction to the concept," Energy Policy, Elsevier, vol. 35(5), pages 2683-2691, May.
    2. Suthisak Kraisornsuthasinee & Fredric William Swierczek, 2009. "Doing well by doing good in Thailand," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 5(4), pages 550-565, October.
    3. Mills, Paul & Groening, Christopher, 2021. "The role of social acceptability and guilt in unethical consumer behavior: Following the crowd or their own moral compass?," Journal of Business Research, Elsevier, vol. 136(C), pages 377-388.
    4. repec:dau:papers:123456789/1536 is not listed on IDEAS
    5. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    Full references (including those not matched with items on IDEAS)

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