Abstract:
This study aims to examine the impact of different types of environmental information (product-oriented vs. process-oriented) and different types of formulation of environmental information (non-warning vs. warning) on the adoption intention of eco-product innovations, by using the diffusion of innovation theory. An experiment was conducted which employed a 2 x 2 independent factorial research design with a control group. The results reveal that relative advantage and compatibility positively influence adoption intention. No significant effect is found for the relationship between complexity and adoption intention. Furthermore, the findings suggest that the types of information do not significantly differ in their effect on adoption intention. It is also found that adoption intention does not differ between the communication of environmental non-warning or warning information and no environmental information. The adoption intention only differs between the communication of environmental non-warning messages and environmental warning messages and this effect is mediated by relative advantage and compatibility. This study implies that eco-product innovations only benefits from the communication of positive environmental information when conventional innovations disclose information on their detrimental impact on the environmental. Theoretical and practical implications of the results are discussed and suggestions for future research are given.
