Diffusion of sustainable product-service integrated innovations is critical for protecting the environment. Past research indicated that post-purchase behaviour is the key success factor of an ecological innovation. Therefore, it was our objective to explain post-adoption behaviour rather than the first purchase itself. Based on theory of reasoned action and theory of planned behaviour we proposed a technology acceptance model (TAM) for the adoption of environmentally sustainable innovations. The model consists of three layers which were consumer characteristics; attitude towards a service integrated eco-product and intended behaviour. Statistical data of a structural equation model (SEM) significantly support the notion that environmental sustainability did not constitute a major reason for the consumer to pay more. Other product aspects determine whether the consumer was willing to pay more for a certain product or not. Social contagion as word-of-mouth revealed to be critical in this process. Major findings contribute to existing green technology research and provide new insights into pro-environmental consumer behaviour.
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