The dynamics of technological substitution: the case of eco-innovation diffusion of surface cleaning products

Some eco-innovations have already reached a mature state, but they diffuse slowly. There is little known about the importance of various factors on the diffusion process of eco-innovations. The aim of this research is to propose a conceptual model for eco-innovation diffusion, where particular case study of eco-innovation – micro-fibre cloth (MFC) for surface cleaning purposes – is given. The work will study the relative importance of various motivations on diffusion processes as well as the influence of information campaigns. This novel methodology has been developed under the system dynamics framework and is coupled with the logistic regression model. Structural validation tests were done…