AUTHOR=Lin Chunpei , Lai Xiumei , Yu Chuanpeng 

TITLE=Switching Intent of Disruptive Green Products: The Roles of Comparative Economic Value and Green Trust

JOURNAL=Frontiers in Energy Research

VOLUME=Volume 9 - 2021

YEAR=2021

URL=https://www.frontiersin.org/journals/energy-research/articles/10.3389/fenrg.2021.764581

DOI=10.3389/fenrg.2021.764581

ISSN=2296-598X

ABSTRACT=This study explores consumers’ motivations to switch to new products in the context of disruptive innovation, and investigates the role of comparative economic value and green trust. Switching from an existing product to a disruptive green product involves not only benefits but also requires major sacrifices, which are not encountered in the context of continuous innovation. In this study, the relationships between comparative economic value, green trust, self-accountability and disruptive green product switching intent are examined. Data were collected from China with self-administered questionnaires regarding with disruptive green product. Results of a structural model reveal positive relationships comparative economic value, green trust and disruptive green product switching intent. In addition, green trust mediates the effects of comparative economic value on the disruptive green product switching intent, and self-accountability moderates the relationship between green trust and disruptive green product switching intent. From a practitioner perspective, the research is important because it illuminates that the consumer’s motivation Sregarding product switching in the hitherto unexplored the field of automobiles, for which we have shown that our extended model yield meaningful results.