Product innovation and sustainable marketing: effects on consumer innovativeness

ABSTRACT

Based on the theory of sustainable marketing and time cognition, this study constructed a theoretical model among product innovation, sustainable marketing, time perspectives, and customer innovativeness. Using a sample of 290 consumers in China respond to a new energy vehicle, this paper examines the influence of firm's product innovation on customer innovativeness through the paths of sustainable marketing and time perspectives. The results showed that product innovation positively affected three dimensions of sustainable marketing, which then had different effects on present and future time perspectives. Time perspectives positively affected consumer innovativeness. According to the findings, this study discussed implications for theory, practice, and future work.

KEYWORDS:

• Customer innovativeness
• product innovation
• sustainable marketing
• time perspective

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Yang Sun is an assistant professor in marketing at the School of Economics and Management, Zhejiang Sci-Tech University (China). He finished his PhD and post-doctoral programmes in Changwon National University and Yonsei University in Republic of Korea. He is also working for Global Alliance of Marketing & Management Associations (GAMMA) serve as track chairs and newsletter editor. His current research focuses on consumer resistance to innovation, customer equity, fashion marketing.

Chen Weng is a master student at the School of Economics and Management, Zhejiang SCI-TECH University (China). She had jointed several projects during her study in ZSTU. Her current research focuses on sustainable marketing and consumer innovation.

Zhongju Liao is an assistant professor at the School of Economics and Management, Zhejiang SCI-TECH University (China). He received his PhD degree in business management from Zhejiang University in 2015. His current research includes environmental policy and eco-innovation. His research outputs have been published in major international journals, such as Renewable and Sustainable Energy Reviews, Journal of Cleaner Production, and Asian Journal of Technology Innovation.

Additional information

Funding

This work was supported by planning project of philosophy and social sciences in Zhejiang (19NDJC029Z), and National Natural Science Foundation of China (71603239 and 71772166).