Critical factors in the innovation adoption of heated tobacco products consumption in an emerging economy

Abstract

Purpose

What factors trigger innovation adoption of heated tobacco products (HTPs) in an emerging economy? The study aims to integrate the diffusion of innovation and consumer resistance theory to develop a framework to measure the adoption of HTPs.

Design/methodology/approach

The study used a self-administered questionnaire, and the data was collected from 272 respondents. The study used the covariance-based structural equation modelling.

Findings

The findings suggest that relative advantage, compatibility, trialability, observability and perceived cost significantly affect innovation adoption of HTPs.

Research limitations/implications

The study provides theoretical and practical implications for researchers and the tobacco industry.

Originality/value

The study, if not the only, is among the few in an emerging economy that explores heated tobacco products adoption by integrating the diffusion of innovation and consumer innovation resistance theory.

Citation

Lekezwa, S. and Zulu, V.M. (2023), "Critical factors in the innovation adoption of heated tobacco products consumption in an emerging economy", International Journal of Innovation Science, Vol. 15 No. 2, pp. 302-316. https://doi.org/10.1108/IJIS-10-2021-0187