Understanding Consumer Skepticism Towards Sustainable Innovations

We offer a novel account for explaining consumers’ skepticism towards sustainable innovations (e.g., insect consumption, electric vehicles). We argue that adopting these innovations requires consumers to violate internalized norms, which triggers negative emotions (e.g., disgust) and thus stimulating consumers to reject radical behavioral changes.



Citation:

Jan Koch, Koert van Ittersum, and Jan Willem Bolderdijk (2016) ,"Understanding Consumer Skepticism Towards Sustainable Innovations", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 743-743.

Authors

Jan Koch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jan Willem Bolderdijk, University of Groningen, The Netherlands



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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