How Pride Triggered by Pro-environmental Technology Adoption Spills Over into Conservation Behaviours: A Social Business Application
How Pride Triggered by Pro-environmental Technology Adoption Spills Over into Conservation Behaviours: A Social Business Application
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DOI：
10.1016/j.techfore.2021.121005
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发表时间：
2021-07-26
影响因子：
12
通讯作者：
Guo, Xiaojing
中科院分区：
文献类型：
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作者：
Manika, Danae;Antonetti, Paolo;Guo, Xiaojing
基于一项新的社会企业计划，旨在通过开发一种新的太阳能光伏/热系统来减少中国的二氧化碳排放，该系统有望实现比现有系统更高的整体能源效率，更低的成本以及更好的监测和控制设置，本研究探讨了环保技术采用引发的自豪感如何溢出到保护行为中。该研究对163名中国客户进行了在线调查，并采用了一种自豪感诱导方法，以调查购买环保技术的自豪感如何导致积极的溢出效应。一个偏最小二乘法结构方程建模的方法被用来分析结果。购买新技术的意图所引发的自豪感会积极影响随后通过其他方式（同一领域）以及回收和再利用材料（不同领域）减少能源消耗的行为。社会企业可以利用自豪感的呼吁，因为根据定义，它们专注于社会公益，根据我们的研究结果，自豪感诱导信息增强了环保技术采用的影响。这种溢出效应可以对社会有益，从而使社会企业能够同时满足社会和财务目标。
Based on a new social business initiative, aiming to reduce CO2 emissions in China with the development of a new solar photovoltaic/thermal system that promises higher overall energy efficiency, lower costs, and better monitoring and control settings than existing systems, this study examines how pride triggered by environmentally-friendly technology adoption spills over into conservation behaviours. The study used an online survey of 163 Chinese customers and a pride-inducing methodology to investigate how pride in purchasing proenvironmental technology could lead to positive spillovers. A Partial Least Squares approach to Structural Equation Modelling was used to analyse the results. Feelings of pride elicited by the intentions to purchase the novel technology positively affect subsequent behaviours of reducing energy consumption by other means (same domain), as well as recycling and reusing materials (different domain). Pride appeals can be leveraged by social businesses as by definition they focus on the social good and, according to our findings, pride-inducing messages enhance the impacts of the pro-environmental technology adoption. Such spillovers can be beneficial to society, thus allowing social businesses to satisfy social and financial goals at the same time.