SPICe—Determinants of consumer green innovation adoption across domains: A systematic review of marketing journals and suggestions for a research agenda

Over the last decade, growth in demand for green innovations has become apparent. This can be linked to increased consumer awareness of environmental problems that world is facing. review presents determinants innovation adoption across domains identified marketing literature. We included and synthesized 47 articles published between 2010 July 2021 top journals. After identifying determinants, we grouped them into four categories: (1) Social, (2) Personal, (3) Innovation, (4) Contextual external level or what refer as SPICe determinants. categorization based on source motivation, which social, individual, innovation-related, contextual. found a lack focus aspects studies, highlighting need more research regarding motivates consumers adopt these new products. Furthermore, showed no sole determinant could predict alone. Consequently, outlined several agendas questions future studies tackle explore.