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.

ABSTRACT
INTRODUCTION
CONCEPTUAL FRAMEWORK AND HYPOTHESES
RESEARCH METHOD AND CONSTRUCT VALIDITY
RESULTS
CONCLUSIONS AND IMPLICATIONS
REFERENCES

• Pradipta Halderpradip(University of Eastern Finland) Corresponding author
• Tommi Laukkanen(University of Eastern Finland)