How do the perception of the technological and symbolic dimensions and the social context affect the green consumer adoption process of eco-innovations?

Environmental challenges have led to a shift toward more sustainable consumption and production patterns. Understanding the factors that influence consumers' choices toward green products is crucial for achieving sustainable development. This study investigates the adoption process of a low-involvement eco-innovation, examining the influence of the level of green consumerism, the perception of its technological and symbolic dimensions, social pressure, and social conspicuousness. A sample of 268 observations was examined using the PLS-SEM methodology. The results highlightthe indirect effect of the level of green consumption on low-involvement eco-innovation adoption through the perception of its technological and symbolic dimensions, as well as social pressure and social conspicuousness. These findings have important practical implications for the design of marketing strategies aimed at promoting low-involvement eco-innovations. By emphasizing the social benefits and the influence of others on adopting green behaviors, marketers can effectively target consumers and facilitate the transition toward more sustainable consumption patterns.