Beyond Green Regulations: Achieving True Sustainability through Engagement in a Forced Adoption Context

Abstract

The article discusses a study which looked at the key elements related to sustainability, behavior and forced adoption of technology. These elements include the consumers' engagement ranging from desired behavior change on the positive side to active disengagement due to psychological reactance on the negative side, and the role of marketing in encouraging engagement when adoption is forced. The study enrolled a total of 50 participants between September and November 201