KOREASCHOLAR

CONSUMER INNOVATIVENESS AND ADOPTION OF ECO-INNOVATIONS – AN INDIAN STUDY

Pradipta Halderpradip, Tommi Laukkanen
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400665
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.73-77
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The study applies the concept of consumer innovativeness to predict Indian consumers’ purchase intention of electric car and wood fibre-based clothing. Consumers with high novelty seeking attitudes appear to be early adopters of these two eco-innovations suggesting that marketers need to highlight the novelty attributes of these sustainable products.

Keyword
consumerinnovativenessEco-innovationIndia
Table Content
ABSTRACT
INTRODUCTION
CONCEPTUAL FRAMEWORK AND HYPOTHESES
RESEARCH METHOD AND CONSTRUCT VALIDITY
RESULTS
CONCLUSIONS AND IMPLICATIONS
REFERENCES
Author
  • Pradipta Halderpradip(University of Eastern Finland) Corresponding author
  • Tommi Laukkanen(University of Eastern Finland)