In this book a quantitative, dynamic model is developed to explain and explore the diffusion of green new products in a business-to-business (B2B) context. Considering the case of emerging bioplastics, this goal is reached through a mixed-methods design, combining qualitative and quantitative methods over three phases. After an interview study with key-value chain actors an experimental vignette technique is applied to further study relevant factors in the micro (firm) level adoption process. Integrating the empirical findings, the diffusion model is developed and simulated at the macro (industry) level using a System Dynamics (SD) approach. Results explain the underlying dynamics and critical conditions for adoption to become self-sustaining.

Autorentext
Friederike Esther Rhein is currently business manager Point of Care at a leading medical technology company

Inhalt
Introduction.- Green Innovation in the B2B Context.- B2B Innovation Adoption and Diffusion.- Research Design and Methodology.- Exploring why and how B2B Buyers Adopt Bioplastics.- Investigating Relevant Factors in Business Adoption of Bioplastics.- Developing a Diffusion Model for emerging Bioplastic Products.- Integrating Findings and Conclusions