Consumer Acceptance of Eco-lnnovations: The Moderating Role of Innovation Type

摘要

Can eco-innovations in product supply chain, material durability, and social sustainability (i.e., as opposed to product material environmental friendliness) increase consumer acceptance and preference for sustainable consumer products? Structured in-depth interviews with product managers develop a multidimensional sustainability innovation framework that the authors empirically validate with a consumer survey. Then, four choice experiments in two studies investigate consumer preferences for eco-innovation types.