Once you choose hope: early adoption of green technology

Shira Bukchin*, Dorit Kerret

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

12 Scopus citations


Understanding why people differ in adopting green technologies is of paramount importance. Regardless of the current understanding of the factors affecting adoption, the overall willingness to adopt new green technologies is still low. The present paper argues that cognitive, goal-oriented hope potentially prompts the early adoption of green technologies. Unlike socio-economic factors that are difficult to change, hope and motivation levels may be altered by using policy tools and education. A theoretical model is proposed and empirically tested. Regression analysis with interactions of 238 self-administered questionnaires is presented. The results support the theoretical model, as personal motivation, environmental motivation, and hope exhibit a statistically significant contribution to the early adoption of green technologies. Furthermore, hope levels are found to have a significant moderating effect on the positive association between environmental motivation and early adoption. This study takes an initial step towards revealing the important role of hope in adopting green technologies.

Original languageAmerican English
Pages (from-to)3271-3280
Number of pages10
JournalEnvironmental Science and Pollution Research
Issue number3
StatePublished - 1 Jan 2020
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2019, Springer-Verlag GmbH Germany, part of Springer Nature.


  • Environmental motivation
  • Green technology
  • Hope
  • Personal motivation
  • Technology adoption


Dive into the research topics of 'Once you choose hope: early adoption of green technology'. Together they form a unique fingerprint.

Cite this