是什么促使消费者采用有争议的绿色交通创新?共享电动自行车和电动摩托车的案例

IF 12.9 1区 管理学 Q1 BUSINESS
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引用次数: 0

摘要

绿色创新有时会对环境产生有争议的影响,这可能与采用者如何使用这些创新有关。本文研究了包含消费者创新特质的五个因素和各种动机,这有助于进一步了解有争议的绿色创新的采用情况。本文主要研究了两种褒贬不一的绿色创新--共享电动自行车和电动滑板车--的使用决策和用户行为意向,以及它们与消费者特质(生态创新性)和消费者动机(工具性、环境性、享乐性和象征性)之间的关系。我们对瑞典的共享电动自行车和电动滑板车用户(n = 337)和非用户(n = 1001)进行了调查,并应用结构方程模型检验了这些因素与采用之间的关系。结果表明,生态创新性和动机对使用决策和行为意向的影响不同。具体来说,环境动机对使用决策有负面影响,但对未来行为意向有正面影响。享乐动机的影响最大,这有助于解释围绕共享电动自行车和电动滑板车的争议。从理论上讲,我们有助于理解特质和动机在绿色创新传播中的重要作用。论文表明,尽管绿色创新产品主要被宣传为有利于环境,但其他动机也会极大地推动新型绿色产品的采用。实际上,这表明围绕绿色创新的推广和公共政策不应仅限于宣传其功能和环保属性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
What motivates consumers to adopt controversial green mobility innovations? The case of shared e-bikes and e-scooters

Green innovations sometimes have a debatable environmental impact, which could be related to how their adopters use them. This paper examines five factors encompassing a consumer trait of being innovative and various motivations that could help further understand the adoption of controversial green innovations. Mainly, this paper examines the use decision and users' behavioral intentions in two green innovations that have received mixed opinions – shared e-bikes and e-scooters, and how they are related to a consumer trait (eco-innovativeness) and consumer motivations (instrumental, environmental, hedonic, and symbolic). We surveyed shared e-bike and e-scooter users (n = 337) and non-users (n = 1001) in Sweden and applied structural equation modeling to test the relationship between the factors and adoption. Results show that eco-innovativeness and motivations affect use decisions and behavioral intentions differently. Specifically, environmental motivations negatively affect use decisions but are positively significant in future behavioral intentions. Hedonic motivations have the strongest effects, which could help explain the controversy surrounding shared e-bikes and e-scooters. Theoretically, we contribute to understanding how traits and motivations are significant in the diffusion of green innovations. The paper shows that despite being mainly promoted as good for the environment, other motivations could significantly drive the adoption of novel green products. Practically, this indicates that promotion and public policies surrounding green innovations should not be limited to communicating their functional and pro-environmental attributes.

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来源期刊
CiteScore
21.30
自引率
10.80%
发文量
813
期刊介绍: Technological Forecasting and Social Change is a prominent platform for individuals engaged in the methodology and application of technological forecasting and future studies as planning tools, exploring the interconnectedness of social, environmental, and technological factors. In addition to serving as a key forum for these discussions, we offer numerous benefits for authors, including complimentary PDFs, a generous copyright policy, exclusive discounts on Elsevier publications, and more.
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