Cognitive and affective antecedents of consumer engagement in green innovation processes

Bibliographic Data

ID6455842
AuthorsAgnieszka Wiśniewska (0000-0002-0137-8123), Katarzyna Liczmańska (0000-0001-6548-055X), Marcin Żemigała (0000-0001-7932-4275)
Year2025
Volume9
Pages100750-100750
Publication date2025-05-28
Open AccessYes
TypeARTICLE
VenueSustainable Futures (JOURNAL)
Journal identifiersISSN: 2666-1888
PublisherElsevier BV (PUBLISHER)
DOI10.1016/j.sftr.2025.100750
OpenAlexW4410796120
LanguageEN
References cited92

In the context of growing environmental challenges, consumer engagement in green innovation is becoming essential to sustainable development. This study examines the predictive role of cognitive (awareness and knowledge) and affective (emotions and concern) components of consumer attitudes towards sustainability and green innovations in shaping willingness to engage (WTE). The theoretical framework integrates the Theory of Planned Behavior (TPB), the Value-Belief-Norm Theory (VBN), and the Elaboration Likelihood Model (ELM). Empirical data were collected from 1373 Polish consumers using a self-administered CAWI survey and analyzed using Structural Equation Modeling (SEM) and Necessary Condition Analysis (NCA). The findings show that affective attitude is the only direct predictor of WTE. In contrast, environmental awareness, concern, and cognitive attitude function as necessary but insufficient background conditions, influencing engagement indirectly. This confirms the differentiated roles of distal and proximal attitudes and highlights the complementary value of SEM and NCA. The study offers a theoretical contribution by combining three behavioral models and a dual-method approach. The results also provide practical implications for designing communication strategies that integrate emotional engagement with cognitive reinforcement to support consumer participation in sustainable innovation

Business · Cognition · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Environmental Sustainability in Business · Psychology · Social Psychology · Marketing

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