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    Consumer adoption of pro-poor service innovations in subsistence marketplaces

    Hasan, Rajibul and Lowe, Ben and Petrovici, Dan (2020) Consumer adoption of pro-poor service innovations in subsistence marketplaces. Journal of Business Research, 121. pp. 461-475. ISSN 01482963

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    Despite some extant research on innovation adoption in subsistence marketplace contexts, little is known about subsistence consumers and how they evaluate so-called pro-poor innovations. This research identified six existing, empirically tested, and well-cited innovation adoption models and collected data on them within a subsistence context. Extending existing research, data was collected across two separate and distinct pro-poor services targeted at the subsistence segment, and structural models were compared based on mediating relationships. This research contributes to the subsistence marketplace literature by providing guidance about how antecedents within these models affect subsistence consumers' evaluations of pro-poor service innovations in this increasingly important context. The research provides novel practical and theoretical insights through the development of new, testable hypotheses in the area and explores the effect of service type and geographic area (urban versus rural).

    Item Type: Article
    Keywords: Bottom-of-the-pyramid; BOP; Subsistence marketplaces; Innovation adoption; Pro-poor innovations;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 15953
    Identification Number:
    Depositing User: Rajibul Hasan
    Date Deposited: 16 May 2022 10:02
    Journal or Publication Title: Journal of Business Research
    Publisher: Elsevier
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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