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Les freins sociaux à la diffusion des innovations : le cas des panneaux solaires photovoltaïques en France

Abstract : Topic of interest: in the fast moving consumer good, many innovations fail to introduce the European market. Innovation is a key variable in the economic model of Western societies,therefore identifying the success or the failure antecedents is crucial for the company’s success. Among the three groups of antecedents of the acceptance of new products(personal, product and social characteristics), we will focus on the last one, which has been neglected in the diffusion literature.Objective: Understanding the social barriers which intervene in the innovation diffusion process.Contribution expected: The expected theoretical contributions are threefold: (1) introducing the social representation’s theory to understand the innovative consumer behavior; (2)determining the photovoltaic solar panels’ social representation’s association and highlighting a potential segmentation through the social representation; and (3) identifying the potential barriers to innovation acceptance.Method: Two studies were conducted: first, a study on the social representation of photovoltaic solar panels using two methods (n=97 and n=205); then a study on the motivation in installing photovoltaic solar panel using life stories (n=16)Main results: This doctoral work highlight three barriers to photovoltaic solar panels diffusion: (1) the social change induced by the innovation’s acceptance; (2) the potential multiplicity of the social representations and the way it affects the interpersonal communication;
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Marianne Lecordier-Ferlay. Les freins sociaux à la diffusion des innovations : le cas des panneaux solaires photovoltaïques en France. Gestion et management. Université de Grenoble, 2012. Français. ⟨NNT : 2012GRENA015⟩. ⟨tel-00731096⟩

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