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An empirical investigation of the determinants influencing consumers' planned choices of eco-innovative materials

Osburg, Victoria Sophie

Authors

Victoria Sophie Osburg



Abstract

Wood-polymer composites (WPCs) are eco-innovative materials combining wood and plastics. Due to the novelty, little is known about consumer acceptance. Investigating the drivers of consumers’ WPC choices reveals consumers’ perception of the materials’ advantages over competing ones. The predictors of WPC acceptance were examined within a theory of planned behaviour (TPB; Ajzen, 1991) framework. An online survey (N = 357), varying material x appearance within and product category between subjects, was conducted in Germany. Structural equation modelling revealed that the attitudes towards environmental and innovative product aspects and the subjective norm explain the intention to buy WPC products (R² = 0.56). Consumers’ choice behaviour was assessed with a choice-based conjoint analysis (CBCA) and predicted by the behavioural intention and perceived behavioural control (PBC) (R² = 0.39). Hence, the present study identifies important drivers of WPC acceptance that could be useful for deriving certain marketing implications, potentially fostering more eco-friendly consumption.

Publication Date 2016
Journal International journal of innovation and sustainable development
Print ISSN 1740-8822
Electronic ISSN 1740-8830
Publisher Inderscience
Peer Reviewed Peer Reviewed
Volume 10
Issue 4
Pages 339-360
APA6 Citation Osburg, V. S. (2016). An empirical investigation of the determinants influencing consumers' planned choices of eco-innovative materials. International journal of innovation and sustainable development, 10(4), 339-360. https://doi.org/10.1504/ijisd.2016.10000279
DOI https://doi.org/10.1504/ijisd.2016.10000279
Keywords Green marketing; Composites; Eco-innovation; Theory of planned behaviour; Conjoint analysis
Publisher URL http://www.inderscience.com/info/inarticle.php?artid=79580
Copyright Statement ©2017 University of Hull
Additional Information Authors' accepted manuscript of article published in: International journal of innovation and sustainable development, 2016, v.10, issue 4.

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©2017 University of Hull





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