The social acceptability of technological innovation: towards an operationalization of the construct for marketing research

L’acceptabilité sociale de l’innovation technologique: vers une opérationnalisation du construit pour la recherche en marketing

Julie Jammes, Pauline Folcher () and Gilles N'Goala ()
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Julie Jammes: MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier, UM - Université de Montpellier
Pauline Folcher: MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School, UM - Université de Montpellier
Gilles N'Goala: MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier, UM - Université de Montpellier

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Abstract: The social acceptability of technological innovation is a concept that has been discussed in various disciplines in the humanities and social sciences. However, this subject remains understudied in the marketing literature, which has predominantly focused on practical acceptability, adoption, and appropriation of technological innovation. To address this gap, this communication proposes a theoretical conceptualization of the social acceptability of technological innovation perceived by the consumer. This approach aims to lay the necessary conceptual foundations for operationalizing the construct and encouraging future marketing research. A qualitative study, involving 30 semi-structured interviews, was conducted to generate an enriched and detailed understanding of what the social acceptability of technological innovation means for consumers. The results indicate that the social acceptability of technological innovation is a bidimensional construct.

Keywords: acceptability of technological innovation; Conceptualization; Qualitative study Marketing,Acceptabilité sociale de l'innovation technologique; Conceptualisation; Étude qualitative; Marketing Social (search for similar items in EconPapers)
Date: 2024-06-05
New Economics Papers: this item is included in nep-hme and nep-sbm
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Published in 40ème Congrès International de l’Association Française du Marketing,, Jun 2024, Paris Dauphine, France

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