An empirical investigation of the determinants influencing consumers' planned choices of eco-innovative materials
by Victoria-Sophie Osburg
International Journal of Innovation and Sustainable Development (IJISD), Vol. 10, No. 4, 2016

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.

Online publication date: Tue, 04-Oct-2016

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