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    Analysing pro-poor innovation acceptance by income segments

    Hasan, Md Rajibul and Shams, S.M. Riad and Rahman, Mizan and Haque, Shamim Ehsanul (2020) Analysing pro-poor innovation acceptance by income segments. Management Decision, 58 (8). pp. 1663-1674. ISSN 0025-1747

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    Purpose – To enhance the understanding of the moderating influence of different bottom of the pyramid (BOP) income segments on the antecedents of pro-poor innovation acceptance. Design/methodology/approach – In this study, 320 BOP consumers with a range of low-to-moderate literacy and low-income levels were used as a convenience non-probability sample for undertaking quantitative analyses. Findings – Only the influence of perceived usefulness on intention is moderated by income segments, such that the effect will be stronger for low-income BOP segment. Moreover, the influences of relative advantage, compatibility and observability on intention are moderated by income segments. Practical implications – This empirical work has considerable private sector and public policy implications for companies and government designing/selling products for millions of poor people in developing and emerging economies. Originality/value – This study contributes originally to knowledge in the subject area as there are very few studies that clearly and systematically analyse the key antecedents influencing the adoption intention of pro-poor technological innovations in the BOP market.

    Item Type: Article
    Keywords: Bottom of the pyramid consumers; Innovation acceptance; Income segments;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 16638
    Identification Number:
    Depositing User: Masud Haque
    Date Deposited: 18 Oct 2022 16:22
    Journal or Publication Title: Management Decision
    Publisher: Emerald
    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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