An Empirical Study On Consumer Adoption Of Innovative Low-carbon Product

Along with the rapid spread of low-carbon economy all over the world,innovative low-carbon products emerge in endless stream,and have attracted more and more attention.But from the current market recognition and acceptance,the sales of innovative low-carbon product is not so optimistic as traditional high-carbon product.after many innovative low-carbon products are launched,they take a fall in the fierce competition before have been known by consumers.Most of the consumer’perception of innovative low-carbon products only stay on the publicity.of television and other mass media.Industry is trying to solve the problems from the aspects of macro industry level or producers,such as formulating more perfect innovative low-carbon industry development stategy or encouraging enterprises to transform the clean production technology and develop innovative low-carbon products core technology,etc.While ignoring the micro-level products how to match the individual consumer demand is the key to the problem.From the perspective of consumer behavior to explore the adoption of innovative low-carbon product,not only can provide better research and development basis for the designer of innovative low-carbon products,but also make sellers promote specifically products according to the demand of consumer and its critical points to enhance competitive power in market of innovative low-carbon product.From the consumer innovativeness theory angle,this paper uses the logic of the technology acceptance theory as a combination to study the which specifies the causal linkages among external factors,internal beliefs and the intention to use.This paper puts forward consumer adoption of innovative low-carbon product and demonstration effect of the reference group is just as a moderator between consumer innovativeness and adoption intention.First,on the basis of the review of literature,this study gives certain definitions for consumer innovativeness,technology acceptance model,consumer adoption.Then divide consumer innovativeness into three parts,including innate innovativeness,domain specific innovativeness,and vicarious innovativeness,technology acceptance model into three parts,as perceived usefulness,perceived ease of use,perceived risk.Theoretical hypothesis and theoretical model are built based on these definitions.In addition,this study introduce demonstration effect of the reference group as a regulative variable for consumer innovativeness and consumer adoption.Second,take new energy vehicles as example,and combine with the maturity scale of domestic and aboard scholars and practical situation,then developed the scale of this study,and get survey data from social groups.Finally,uses structural equation modeling and regression to make an empirical analysis to the the theoretical model,and discuss the hypothesis testing results and get practice revelation.This study concluded that:the measurement scale has good reliability and validity;three dimensions of consumer innovativeness,including innate inovativeness,domain specific innovativeness,vicarious innovativeness,and three dimensions of the technology acceptance theory:perceived usefulness,perceived ease of use,perceived risk all show different affects on the adoption of new energy vehicles.