How Pride Triggered by Pro-environmental Technology Adoption Spills Over into Conservation Behaviours: A Social Business Application

Based on a new social business initiative, aiming to reduce CO2 emissions in China with the development of a new solar photovoltaic/thermal system that promises higher overall energy efficiency, lower costs, and better monitoring and control settings than existing systems, this study examines how pride triggered by environmentally-friendly technology adoption spills over into conservation behaviours. The study used an online survey of 163...