Overcoming consumer resistance to newer, cleaner technologies

January 17, 2011 at 8:00 am

A puzzling challenge for clean technologies is that often consumers don’t accept them easily. Why?

John Gourville of the Harvard Business School does a great job of summarizing this issue in a thoughtful analysis (Harvard Business Review, 2006). Simply put, consumers irrationally value the benefits of the status quo over changing to a better product — by a factor of three.

But solutions do exist…

Full story: Solving the cleantech dilemma: overcoming consumer resistance to newer, cleaner technologies

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Entry filed under: consumer benefits, Utilities.

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