| 1. |
- Jansson, Johan, 1973-
(författare)
-
Car(ing) for our environment? : Consumer eco-innovation adoption and curtailment behaviors: The case of the alternative fuel vehicle.
- 2009
-
Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- Determinants influencing consumer eco-innovation adoption and green curtailment behaviors in a travel context are at the center of this thesis. Previous research on green consumer behavior has uncovered that internalized personal attitudinal factors such as values, beliefs, and norms are influential in determining mainly non-consumption and post-purchase behaviors. This thesis extends the understanding of a moral basis of green consumer behavior by exploring the influences of attitudinal factors on both car curtailment behaviors, and on consumer adoption of a high involvement eco-innovation – the alternative fuel vehicle. The integrated influences of innovation specific characteristics, car habits, knowledge and social norms, are also examined. Furthermore, differences between AFV adopters and non-adopters are explored, and the notion of consumers performing purchase and curtailment behaviors for different reasons is utilized in the development of nuanced profiles of three distinct consumer groups. Four studies, which build on two quantitative data collections on adopters and non-adopters of AFVs in Sweden, are included in this thesis.In the first study, similarities and differences among adopters and non-adopters of AFVs, and the effects of attitudinal factors (values, beliefs, and norms), knowledge, and sociodemographics on the adoption decision are analyzed. The results show that knowledge and personal norms are strong predictors of AFV adoption and that the VBN theory is applicable in this context. The main implication from the study is that high-involvement green purchase decisions, such as eco-innovation adoption, can be viewed as morally based.In the second study, a set of determinants influencing both curtailment of car use and willingness to adopt a less environmentally harmful vehicle are analyzed. Biospheric values, personal proenvironmental norms, and car habit strength are found to influence both types of behaviors in different ways. The main implication from this study is that green purchase decisions and curtailment behaviors within a specific context are determined by partly different factors but personal norm is a strong predictor of both types of behaviors.The third study extends the findings from the previous one in segmenting consumers on curtailment behaviors and proenvironmental purchases. Three distinct types of consumers emerge from the data. The Non-greens are found to exhibit the lowest levels of green attitudes and behaviors, and the strongest car habits. The Curtailers are distinguished by performing primarily reductionist behaviors, and by being the most willing to reduce negative environmental impact of car use. The Ecovators are found to be the most inclined to purchase eco-innovations and also display the greenest values. The study shows that green consumers are a heterogeneous group that can be separated on the basis of green curtailment behaviors and proenvironmental purchase decisions, and that there seems to be no inherent contradiction in being an early adopter of new green technology (such as the AFV) and also having high levels of proenvironmental values, beliefs, and norms.In the final study, innovation specific characteristics and consumer innovativeness factors are integrated with normative and attitudinal determinants influencing AFV adoption. The results show that personal and social norms, consumer novelty seeking, and four perceived innovation characteristics influence the adoption decision. Differences between AFV adopters’ and non-adopters’ ratings of AFV specific attributes are also analyzed. The contribution of this study is the integration of VBN theory and the DOI framework and the empirical conclusion that eco-innovations need to deliver on both traditional and proenvironmental attributes in order to be perceived as attractive by consumers.In sum, this thesis demonstrates the importance of proenvironmental personal norms for consumer adoption of a high involvement eco-innovation such as the AFV.
|
|
| 2. |
- Jansson, Johan, 1973-, et al.
(författare)
-
Consumer adoption of alternative fuel vehicles : a cluster analytic approach on proenvironmental technology choices and curtailment behaviors
- 2009
-
Ingår i: In Proceedings of the 14th Academy of Marketing Science (AMS) Biennial World Marketing Congress, July 21-25, Oslo, Norway.
-
Konferensbidrag (refereegranskat)abstract
- One of the most pressing sustainability issues currently concerns personal car use. From an environmental consumer psychology viewpoint, a substantial knowledge base has developed concerning curtailment behaviors focusing on, for example, the reduction of personal transport. However, little has been done from a marketing perspective using that knowledge to understand proenvironmental technology choices and purchase behaviors. In this paper we use a cluster analytic approach to group consumers on replacement intentions for alternative fuel vehicles (AFVs) and willingness to reduce negative impact of transportation (curtailment). We use data from a sample of 4,000 adopters and non-adopters of AFVs in Sweden (European market leader of AFVs), when developing profiles of uninformed, shallow green and deeper green consumers. After confirming the results using discriminant analysis, we profile the groups on attitudinal factors, proenvironmental behaviors and adoption of AFVs. Finally we draw conclusions and present theoretical and marketing implications of our results.
|
|
| 3. |
- Jansson, Johan, 1973-, et al.
(författare)
-
Elucidating green consumers : a cluster analytic approach on proenvironmental purchase and curtailment behaviors
- 2009
-
Ingår i: Journal of Euromarketing. - : Routledge / Taylor & Francis. - 1049-6483 .- 1528-6967. ; 18:4, s. 245-267
-
Tidskriftsartikel (refereegranskat)abstract
- This study used a cluster analytic approach with the purpose of arriving at a nuanced picture of consumers, in relation to green purchase and curtailment behaviors. Based on Swedish car owners’ values, beliefs, norms, habits, and personal capabilities, three clusters emerged that were validated using discriminant analysis: non-greens, curtailers, and ecovators. The profiling constructs showed that ecovators (ecological innovators) had the highest levels of green beliefs and were found to be innovators with respect to a high involvement eco-innovation (the alternative fuel vehicle). Marketing and policy implications together with suggestions for further research on proenvironmental consumer behavior are provided.
|
|
| 4. |
- Jansson, Johan, 1973-, et al.
(författare)
-
Motives for continuous adoption of a proenvironmental innovation : the case of alternative fuel vehicles and fuels
- 2009
-
Ingår i: In Proceedings of the 38th European Marketing Academy Conference (EMAC), May 26-29, Nantes, France.
-
Konferensbidrag (refereegranskat)abstract
- Although much consumer adoption research focuses on the innovation-decision process, little research examines the motives for continuous use of the innovation after adoption. For proenvironmental innovations, the continued use of the innovation in an environmental way is imperative in order to reach intended environmental benefits. The aim of this paper is to examine factors influencing continuous usage of an adopted innovation. We report an empirical study carried out in Sweden on adopters of alternative fuel vehicles (AFVs). The results show that contextual and attitudinal factors, personal capabilities, and how-to knowledge significantly influence continuous adoption. Implications for further research on proenvironmental innovations and continuous adoption are presented.
|
|
| 5. |
- Jansson, Johan, 1973-, et al.
(författare)
-
The fossil fuel free future : comparing attitudes and behaviors among owners of alternative fuel vehicles and conventional vehicles
- 2007
-
Ingår i: In Proceedings of the 13th Annual International Sustainable Development Research Conference (AISDRC), June 9-12, Västerås, Sweden.
-
Konferensbidrag (refereegranskat)abstract
- The increase of passenger cars and the use of them has been identified as one cause of the increase in emissions of fossil carbon dioxide (CO2) and thus global warming. One way to slow this acceleration of emissions is to replace the current fleet of conventional vehicles (CV) running on fossil based fuels for one that is fuelled by alternative fuels (AF) such as bioethanol and/or biogas. A key stakeholder in this process is the consumer. Without consumers purchasing alternative fuel vehicles (AFV:s) and filling them up with AF:s, a decrease in the emissions fossil CO2 will be hard to achieve. The purpose of this paper is to increase the understanding of consumer attitudes and behaviors in relation to cars and fuels in a time of a possible market breakthrough of a more environmentally friendly technology. A mail-in survey was conducted on private car owners in Sweden during the winter of 2006. The sample consisted of approximately 4000 car owners, of which 1000 were owners of AFV:s, and the final response rate was close to 50%. Together with measuring attitudes and behavior towards cars and fuels, other environmentally friendly behaviors were also included, such as recycling, conserving energy and buying of organically grown food. By comparing owners of AFV:s and owners of CV:s, differences between the groups are identified and discussed. By presenting these differences, policy makers, vehicle and fuel producers, and consumers, can gain initial insights into a progressing market breakthrough for AFV:s and AF:s.
|
|
