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Cited by 422

The DOI matches its Crossref record; 57 of the 57 references it cites were found in a registry or an index.

Adopting sustainable innovation: what makes consumers sign up to green electricity?

Ozaki, Ritsuko·2011·Business Strategy and the Environment
DOI 10.1002/bse.650
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Abstract

This paper investigates what encourages consumers to adopt a green electricity tariff. When people decide to adopt an innovation, such as green electricity, they consider not only functionality, usability, costs and intended outcomes, but also what the innovation means to them, for example, the way it reflects their identity, image, memberships, values and norms. The study reviews the theoretical frameworks of innovation adoption and consumption, and cognitive and normative behaviour, relevant to consumer adoption of pro‐environmental innovations, and develops a research framework. Through focus group discussions, a questionnaire survey with 103 respondents and an interview with 10 people, the study finds that consumers sympathetic to environmental issues do not necessarily adopt green electricity. This is due to lack of strong social norms and personal relevance, inconvenience of switching, uncertainty about the quality of green electricity and lack of accurate information. The implications of these findings for strategy, policy and future research are explored. Copyright © 2009 John Wiley & Sons, Ltd and ERP Environment.

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Metadata

Authors
Ozaki, R.
Venue
Business Strategy and the Environment
Publisher
Wiley
Published
2010-12-20
Volume
20
Issue
1
Pages
1-17
ISSN
  • 0964-4733 (ISSN-L)
  • 1099-0836
DOI
10.1002/bse.650
OpenAlex
W2066224729
Cited by
422
References
57
FWCI
23.92
Type
journal article
Language
en
Open access
closed

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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.