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

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  • M.I.M. Loya
  • A.M. Rawani

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.

Suggested Citation

  • M.I.M. Loya & A.M. Rawani, 2017. "Adoption factors for green brick innovation: an empirical study of consumers in India," International Journal of Innovation and Sustainable Development, Inderscience Enterprises Ltd, vol. 11(1), pages 23-36.
    • Handle: RePEc:ids:ijisde:v:11:y:2017:i:1:p:23-36
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    Cited by:

    1. Agata Sudolska & Andrzej Lis & Monika Chodorek, 2019. "Research Profiling for Responsible and Sustainable Innovations," Sustainability, MDPI, vol. 11(23), pages 1-31, November.

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