Consumer Resistance to Sustainable Innovations “The effect of incremental and radical innovations on emotional, cognitive, and / or behavioral resistance
This research adds to the knowledge about consumer resistance to sustainable innovations. It answers the question “Do radical and incremental CE innovations differ in the level of emotional cognitive, and behavior resistance that they elicit?”. This question was addressed by analyzing the difference between radical and incremental sustainable innovations on all three dimensions of resistance separately. Results showed that each dimension of resistance displayed a significant difference between the insect burger and the metal straw. This indicates that consumers tend to feel relatively more resistance on every front towards radical sustainable innovations than to incremental sustainable innovations.
Faculteit der Managementwetenschappen