Message framing and individual traits in adopting innovative, sustainable products (ISPs): Evidence from biofuel adoption

This research examines the positive role of consumer education in diffusing innovative, sustainable products (ISPs). To enhance the effectiveness of a consumer education campaign, this study explores the type of message framing that can best facilitate product adoption among three different approaches: positive, negative, and hybrid framing. This study also investigates consumer traits and retailer attributes that facilitate or deter product...