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This study aims to investigate the impact of environmentally sustainable innovation practices on consumer resistance to innovation in eco-hotel enterprises and the moderating influence of value co-creation based on the service-dominant logic and innovation resistance theory.

Partial least squares structural equation modeling was used to test the study’s hypotheses on a sample of 382 eco-hotel enterprise consumers surveyed online.

Results reveal that adopting environmentally sustainable innovation practices and consumers’ participation in value co-creation can negatively influence consumer resistance to innovation. In addition, value co-creation partially moderates the influence of environmentally sustainable innovation practices on consumer resistance to innovation, implying that other variables can influence this relationship. Finally, the results showed that value co-creation is a multidimensional construct with dimensions of meaningfulness, collaboration, contribution, recognition and affective response.

This study contributes significantly to knowledge of value co-creation and innovation resistance in service ecosystems through the lens of sustainability. Incorporating value co-creation as a moderator demonstrates how to address sustainable activities to decrease consumers’ resistance to eco-hotel enterprises’ environmentally sustainable innovation practices. By empirically analyzing these relationships, this study makes various contributions and gives helpful decision-making insights.

Consumers are increasingly connected to, and make use of, a multitude of technologies in their daily lives. The exponential growth in the use of Internet of Things (IoT)-based services is ushering in a new era of e-services, in which the service experience is becoming autonomous (intelligence), devices are intercommunicating (connectivity) and consumers can access the service anytime, anywhere and using any device (ubiquity). However, a number of challenges have arisen. The purpose of this paper is to investigate factors that reduce consumer resistance to smart services (factors against resistance) and factors that promote this resistance (factors for resistance), by means of a dual-factor approach.

To test this theoretical model, the authors developed a Web-based survey and used structural equation modeling.

Results show that consumer-lifestyle factors (individual “mobiquity” and self-image congruence) reduce consumer resistance to smart services (factors against resistance). Conversely, innovation-related factors (perceived security, perceived complexity) and ecosystem-related factors (perceived government surveillance and general skepticism toward IoT) promote consumer resistance to smart services (factors for resistance). In addition, general skepticism toward IoT has a significant positive effect on perceived complexity, perceived security risk and perceived government surveillance.

This research investigates consumer resistance to smart services using a dual-factor perspective (Cenfetelli, 2004; Claudy et al., 2015): factors reducing resistance versus factors promoting resistance. This paper provides evidence for the importance of consumer lifestyle-related factors, innovation-related factors and ecosystem-related factors in explaining consumer resistance to smart services. This work enriches previous studies of consumer resistance to innovation (Ram and Sheth, 1989; Ram, 1987) by studying original variables (individual mobiquity, technological innovativeness, government surveillance).

This paper aims to conceptualize two dimensions of active innovation resistance (AIR): cognitive active resistance and emotional active resistance. A scale to measure this construct is proposed and tested.

Three studies were conducted, with sample sizes of 195, 190 and 186, to test the discriminant, convergent, nomological and criterion validity of the proposed AIRc+e scale and to analyze its explanatory and predictive power. Data were gathered using the online platform of a US-based research company.

The authors provide evidence that AIR is a two-dimension construct comprising a cognitive and an emotional dimension. AIR was modeled as a third-order construct, comprising two second-order constructs, cognitive active resistance and emotional active resistance. The impact of adding an emotion dimension to active resistance was therefore assessed, and the results indicated that the explanatory and predictive power of the AIR measure improved as expected.

Consumers are most likely to resist innovations launched onto the marketplace, either prior to or after evaluating them. A better understanding of the reasons behind their resistance to innovation, as well as of its mechanisms, is of great importance in decreasing an innovation’s chances of failure.

This study proposes that incorporating emotion into the assessment of AIR will result in a deeper understanding of adoption and rejection behavior, expanding the current knowledge of consumer behavior in innovation-related, new product adoption and decisions.

The purpose of the study is to construct a relationship model between the consumer resistance to innovation (CRI) and innovation adoption, and the study selected the customer loyalty as the moderating variable.

Based on questionnaire survey and regression model analysis, the study analyses the psychological processes and formation mechanisms that they either resist or adopt innovation by exploring users' attitudes towards smartphone application updates.

The results showed that innovation resistance negatively affected innovation adoption, and consumers are more likely to adopt innovations simply under the influence of customer loyalty. In addition, the moderating effect of customer loyalty is different in that how the three dimensions of innovation resistance influence innovation adoption. From the perspective of affective response, when consumers become emotionally disgusted with innovative products, loyalty can hardly change their minds. When consumers' resistance to innovation comes more from cognitive evaluation or functioning, loyalty is more likely to change their resistance.

The paper tests mechanism between customer resist the new product and new product adoption and the moderate effect of customer loyalty.

Despite the efforts of governments and firms, consumer resistance toward digital innovations in the retail finance space continues to manifest rather visibly. Yet, the causes of consumer resistance toward innovations such as online procurement of financial products continue to remain under-explored. The present study attempts to address this gap by examining barriers that may constitute Indian consumers' resistance to buying financial products marketed digitally, using insurance as an exemplar. Precisely, the study measures five classic innovation resistance theory (IRT) barriers constituting consumers' resistance toward procuring digitally marketed insurance and examines the influence of consumers' demographic characteristics, measured through age and gender.

The conceptual model, resting on the theoretical proposition of IRT, was tested using data collected from 420 smartphone users. Given that, the data did not satisfy the multivariate assumptions of normality, homoscedasticity and linearity, artificial neural network approach was used for analysis. The analysis served as the basis for determining the relative importance of the five barriers in influencing consumer resistance.

The results indicated that the image barrier was the most influential barrier impacting consumer resistance, followed by usage, tradition, risk and value barriers. Moreover, as revealed by the values of correlations, the direction of influence was positive. Notably, the relationship of all barriers except tradition with consumer resistance was found to be nonlinear.

The study makes a novel contribution in two ways – one by extending IRT to a new area, i.e., resistance to buying financial products online, thereby further enhancing its applicability, and the other by exploring consumer resistance to e-procurement of life and nonlife insurance, which to the best of the authors' knowledge, has not been examined so far despite the established exigency.

The new ways to complete financial transactions have been developed by setting up mobile payment (m-payment) platforms and such platforms to access banking in the financial mainstream can transact as never before. But, does m-payment have veiled consequences? To seek an answer, the research was undertaken to explore the dark sides of m-payment for consumers by extending the theory of innovation resistance (IR) and by measuring non-adoption intention (NAI).

Three hundred individuals using popular online m-payment apps such as Paytm, PhonePe, Amazon Pay and Google Pay were surveyed for the primary data. IBM AMOS based structural equation modelling (SEM) was used to analyse the data.

Each m-payment transaction leaves a digital record, making some vulnerable consumers concerned about privacy threats. Lack of global standards prevents consumers from participating in the m-payment system properly until common interfaces are established based on up-to-date standards. Self-compassion (SC) characteristics such as anxiety, efficacy, fatigue, wait-and-see tendencies and the excessive choice of technology effect contribute to the non-adoption of m-payment.

This study proposes a threat model and empirically explores the dark sides of m-payment. In addition, it also unveils the moderator's role of SC in building the structural relationship between IR and NAI.

Considers why customers resist innovations even though they are considered necessary and desirable. Identifies functional barriers such as usage, value, and risk, and psychological barriers such as tradition and image. Concludes that successful innovation lies not in bowing down to consumer resistance, but in understanding the causes and developing a marketing strategy to attack them.

In the literature of industrial management, the focus is normally given on examining the factors that contribute to product innovation acceptance. The advocates of “pro-innovation bias” assume that consumers are open to new products and are willing to accept an innovative product. However, there is a high failure rate of technological innovations and most of the technological innovations were rejected due to users' resistance. Since the inception of innovation resistance theory (IRT), the number of studies that used IRT has gained much attention from scholars. However, the findings from these studies from various contexts are inconsistent, lack universality, and a clear understanding of technological innovation barriers. The study aims to determine whether the IRT theory is indeed valid and whether IRT is culturally invariant from the Eastern and Western cultures.

A meta-analysis based on a random-effects model and studies drawn from 24 countries and/or regions with a consolidated sample size of 10,463 was conducted. Cultural invariance was identified based on subgroup analysis. Moderator analysis was performed by applying the weighted linear regression.

The results reveal that tradition is the strongest barrier followed by the value, risk, image and usage barrier. Interestingly, there is a cultural invariance in IRT from the Eastern and Western cultures. Besides, there are significant moderating effects due to the temporal factor.

The study has contributed useful theoretical and managerial implications in advancing the product innovation literature.

The purpose of this paper is to investigate innovation resistance among mature consumers in the mobile banking context. The reasons inhibiting mature consumers' mobile banking adoption were compared to those of younger consumers.

Following Ram and Sheth, resistance was measured with five barriers namely Usage, Value, Risk, Tradition and Image barriers. An extensive internet survey was implemented and 1,525 usable responses were collected, of which 370 respondents (24.3 percent) represented the mature consumer segment (age over 55) and 1,155 respondents (75.7 percent) represented the younger consumers.

The empirical findings indicate that the value barrier is the most intense barrier to mobile banking adoption among both mature and younger consumers. However, aging appears to be related especially to the risk and image barriers; the most significant differences between mature and younger consumers' perceptions of mobile banking were related to input and output mechanisms of information, the battery life of a mobile phone, a fear that the list of PIN codes would be lost and end up in the wrong hands and the usefulness of new technology in general.

The study has practical implications to marketers in different fields in that strategies to overcome resistance to innovations like mobile banking are discussed.

Innovation resistance can be seen as a less developed concept in adoption research. While the majority of studies have focused on the success of innovations and reasons to adopt, this study empirically investigates the reasons preventing innovation adoption.

While the metaverse is promised to be the next big step for the Internet, this new technology may also bear negative impacts on individuals and society. Drawing on innovation resistance literature, this article explores the reasons for metaverse resistance.

The study is based on 66 semi-structured interviews, and the subsequent data were analysed thematically.

The findings revealed 11 reasons for metaverse resistance: lack of understanding, lack of regulation, addiction avoidance, claustrophobia, loss of social ties, disconnection from reality, privacy concerns, extreme consumer society, unseen benefits, infeasibility and nausea.

By understanding the various reasons for metaverse resistance managers and policymakers can make better decisions to overcome the challenges facing this innovation, rather than adopting a “one-size-fits-all” approach.

While the literature has mainly adopted a positive perspective on the metaverse, this research offers a more nuanced view by identifying the reasons why consumers may resist the metaverse. Furthermore, this study introduces for the first-time “addiction-driven-innovation-resistance (ADIR)” as a potential reason for metaverse resistance, which may also apply to other cases of innovation resistance, when new innovations are perceived as being “too good” and therefore potentially addictive.