Consumers’ Innovativeness and Conspicuous Consumption Orientation as Predictors of Environmentalism: An Investigation in the Context of Smart Mobility

Smart mobility is a key priority for sustainable development across the globe. Thus, marketers and policymakers need to understand which consumer characteristics are relevant for successfully promoting this form of transportation. By considering the context of electric scooters, which have recently spread in many cities around the world, the present study investigates the effects of consumers’ attitude toward green products, consumers’ innovativeness, and conspicuous consumption on environmentalism. The results of an experiment – carried out among an international sample of 403 American, Asian, and European participants – show that consumers’ attitudes toward green products positively influence their environmentalism, due to their level of innovativeness in the attempt to try technological green products. This effect is magnified by consumers’ conspicuous consumption orientation.