Green consumer behavior: determinants of curtailment and eco‐innovation adoption

Johan Jansson (Department of Marketing, Umeå School of Business, Umeå University, Umeå, Sweden)
Agneta Marell (Department of Marketing, Umeå School of Business, Umeå University, Umeå, Sweden)
Annika Nordlund (Department of Psychology, Umeå University, Umeå, Sweden)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 29 June 2010



Knowledge of green consumer behavior is important for environmental and business reasons. The purpose of this study is to examine the determinants of green curtailment behaviors and consumer adoption of innovations marketed as green (eco‐innovations), and to analyze factors explaining these two types of green behaviors.


The results from a survey on adopters and non‐adopters (n=1,832) of alternative fuel vehicles (AFVs) are reported. Regression analysis on willingness to curtail car use and willingness to adopt a so‐called environmentally friendly car are used to identify significant determinants across the behavioral categories.


The results show that values, beliefs, norms, and habit strength determine willingness to curtail and willingness for eco‐innovation adoption. Personal norms have a strong positive influence on willingness for the behaviors and habit strength has a negative influence. The other determinants have varying influence depending on type of behavior.

Research limitations/implications

A limitation of this study concerns the focus on only one eco‐innovation. However, since the adoption of AFVs is a high involvement behavior, the results carry implications for other high involvement products as well.

Practical implications

Attitudinal factors and habits in combination prove to be effective determinants for curtailment behaviors and willingness to adopt eco‐innovations. In addition, previous adoption is found to be a strong determinant of future willingness to adopt.


The contribution of the paper is the two‐sided approach on green consumer behavior and the result that values, beliefs and norms not only predict low involvement post‐purchase behaviors but also adoption of high involvement eco‐innovations.



Jansson, J., Marell, A. and Nordlund, A. (2010), "Green consumer behavior: determinants of curtailment and eco‐innovation adoption", Journal of Consumer Marketing, Vol. 27 No. 4, pp. 358-370.

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