Overcoming consumer resistance to sustainable innovations An exploration of the antecedents of cognitive, behavioral, and emotional resistance to sustainable innovations

Abstract

Environmental concerns are becoming increasingly relevant. One way to solve these environmental concerns is by introducing sustainable innovations. However, (sustainable) innovations may be resisted. Previous research has mainly focused on consumer adoption of innovations, instead of consumer resistance to innovations. Therefore, this research presents three dimensions of consumer resistance to sustainable innovations and its antecedents. A total of six antecedents were researched: the value barrier, the complexity barrier, the trialability barrier, the risk barrier, the usage barrier, and the pleasure barrier. The value barrier, the complexity barrier, the risk barrier, and the pleasure barrier were found to directly lead to cognitive resistance. The value barrier, the risk barrier, the usage barrier, and the pleasure barrier were found to directly lead to behavioral resistance. The complexity barrier, the risk barrier and the pleasure barrier were found to directly lead to emotional resistance. Finally, several relevant theoretical and practical limitations, implications and recommendations are given.