Conclusions and theoretical and managerial implications
| Conclusions | Theoretical and managerial implications |
|---|---|
| Concern for the environment and the economy, and the importance attached to possessions are drivers of consumer innovativeness in a SE context | This study contributes to the literature by increasing our understanding of the factors affecting SE development based on the innovation diffusion theory |
| Higher levels of innovativeness imply more favorable attitudes and intentions regarding the adoption of SE consumption practices | This paper theoretically develops the SE literature by considering the effect of brand levels and connecting it to the theories of diffusion of innovations and uniqueness |
| Brand tiers reinforce the relationship between attitude and intentions | Managers of SE platforms should tailor their strategies to identify consumers with different levels of innovativeness |
| People’s desire for uniqueness conditions the moderating effect of brand tiers | SE platforms featuring high brand tiers attract more attention than those with lower brand tiers |
| Conclusions | Theoretical and managerial implications |
|---|---|
| Concern for the environment and the economy, and the importance attached to possessions are drivers of consumer innovativeness in a SE context | This study contributes to the literature by increasing our understanding of the factors affecting SE development based on the innovation diffusion theory |
| Higher levels of innovativeness imply more favorable attitudes and intentions regarding the adoption of SE consumption practices | This paper theoretically develops the SE literature by considering the effect of brand levels and connecting it to the theories of diffusion of innovations and uniqueness |
| Brand tiers reinforce the relationship between attitude and intentions | Managers of SE platforms should tailor their strategies to identify consumers with different levels of innovativeness |
| People’s desire for uniqueness conditions the moderating effect of brand tiers | SE platforms featuring high brand tiers attract more attention than those with lower brand tiers |
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