Are you green or is it just a self-serving mean? What is the role and impact of egoistic, biospheric and altruistic values in influencing the adoption of smart homes?
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2018-06-26
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en
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105 smart home customers participated in an online survey. This way, data about their underlying value orientations and motivations, as well as their perceptions of environmental, societal and personal consequences was collected. Finally, customers were asked about smart homes’ perceived impact on these consequences and accordingly, their intentions to adopt smart homes. By means of multivariate analyses of variance, it was found that customers endorse especially altruistic values. Therefore, they are especially concerned about costs and benefits for other people. Structural equation modeling showed that customers’ value orientations influence customers’ perceptions of environmental, societal and personal consequences directly and indirectly via their influence on customers’ underlying motivations. Customers strive especially for enjoyment, but also feel a moral obligation towards the environment and other people, which makes them perceive not only personal, but also environmental or societal consequences. Finally, by means of logistic regression, it was shown that the perception of such consequences influences customers’ intention to buy smart products. Thus, customers are “green”, but this is not to say that they cannot enjoy being green at the same time. Therefore, environmentalism and the resulting altruism are self-serving, as well as self-transcendent means.
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Faculteit der Managementwetenschappen