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Modelling the consumer decision‐making process to identify key drivers and bottlenecks in the adoption of environmentally friendly products

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  • Dongnyok Shim
  • Jungwoo Shin
  • So‐Yoon Kwak

Abstract

This paper empirically identifies the attitude‐behaviour gap phenomenon, which has been witnessed frequently in environmentally friendly products, by suggesting a general and flexible Bayesian multivariate model and applying it to survey data. Since cognitive, affective and conative stages, which are closely related to the attitude‐behaviour gap, are successive stages in the consumer decision‐making process, these must be considered simultaneously in empirical analysis. For this reason, a recursive multivariate probit model is proposed. According to the empirical analysis, the affective stage (interest and preference) does not lead to the conative stage (intention to use and intention to purchase) in an analysis of eco‐friendly detergent. By contrast, in an electric vehicle analysis, the affective stage partially influences the conative stage through the relationship between preference and usage intention, and through the relationship between interest and purchase intention. It was also found that high compatibility and low complexity must be emphasized in eco‐friendly detergent, and that high relative advantage and compatibility must be emphasized for an electric vehicle in order to bridge the attitude‐behaviour gap successfully.

Suggested Citation

  • Dongnyok Shim & Jungwoo Shin & So‐Yoon Kwak, 2018. "Modelling the consumer decision‐making process to identify key drivers and bottlenecks in the adoption of environmentally friendly products," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1409-1421, December.
    • Handle: RePEc:bla:bstrat:v:27:y:2018:i:8:p:1409-1421
    DOI: 10.1002/bse.2192
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    3. Shin, Jungwoo & Hwang, Won-Sik & Choi, Hyundo, 2019. "Can hydrogen fuel vehicles be a sustainable alternative on vehicle market?: Comparison of electric and hydrogen fuel cell vehicles," Technological Forecasting and Social Change, Elsevier, vol. 143(C), pages 239-248.
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    6. Zheng, Xuemei & Menezes, Flavio & Zheng, Xiaofeng & Wu, Chengkuan, 2022. "An empirical assessment of the impact of subsidies on EV adoption in China: A difference-in-differences approach," Transportation Research Part A: Policy and Practice, Elsevier, vol. 162(C), pages 121-136.
    7. Cristina Aibar-Guzmán & Francisco M. Somohano-Rodríguez, 2021. "Do Consumers Value Environmental Innovation in Product?," Administrative Sciences, MDPI, vol. 11(1), pages 1-15, March.
    8. Hsu, Chia-Lin & Chen, Mu-Chen, 2021. "Advocating recycling and encouraging environmentally friendly habits through gamification: An empirical investigation," Technology in Society, Elsevier, vol. 66(C).
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    11. Rüdiger Hahn & Felix Ostertag & Adrian Lehr & Marion Büttgen & Sabine Benoit, 2020. "“I like it, but I don't use it”: Impact of carsharing business models on usage intentions in the sharing economy," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1404-1418, March.
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