Title: Adoption factors for green brick innovation: an empirical study of consumers in India

Authors: M.I.M. Loya; A.M. Rawani

Addresses: Mechanical Engineering Department, NIT Raipur, G.E. Road, Raipur, Chhattisgarh 492001, India ' Mechanical Engineering Department, NIT Raipur, G.E. Road, Raipur, Chhattisgarh 492001, India

Abstract: Green brick, a sustainable innovation, is not only eco-friendly but also a saviour of environment as it utilises waste material generated by other industrial sectors, e.g., fly ash. However, for it to serve the cause of sustainability it needs to be adopted by industry and consumer. Despite it being a meritorious product its adoption by consumers in India is sparse and reasons are scarcely investigated. Literature review reveals that well accepted constructs of innovation adoption are seldom used for investigating adoption of sustainable innovation. Considering the need and scarcity of literature, this study attempts to identify factors affecting consumers' adoption of green brick innovation. Factor analysis of 472 responses resulted in six factors. Multiple regression analysis is conducted to examine the effects of identified factors on adoption. The findings are expected to assist in improving adoption of green brick and consequently in increasing utilisation of waste material such as fly ash.

Keywords: sustainable innovation; innovation adoption; commercialisation; green brick adoption; waste utilisation management; green bricks; waste management; India; fly ash; waste materials reuse; sustainability; sustainable development.

DOI: 10.1504/IJISD.2017.080657

International Journal of Innovation and Sustainable Development, 2017 Vol.11 No.1, pp.23 - 36

Received: 13 Jul 2015
Accepted: 16 Mar 2016
Published online: 01 Dec 2016 *

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