Symbolic motives in the adoption of sustainable innovations

Sustainable innovations have instrumental and environmental attributes. Evaluations of these attributes determine consumers' likelihood of adopting the innovation. However there seems to be a third type of attribute that seems to play an important role in in the adoption likelihood of such innovations: the symbolic attributes. In this ongoing research the role of symbolic attributes are studied in the lab and the field.

Main project

This project is part of project "Social influence in consumer behavior".

Researchers and partners

Behavioural and Social Sciences, Psychology

• Ernst Noppers, Social Psychology
• Linda Steg, Social Psychology