Analysing pro-poor innovation acceptance by income segments

Abstract

PurposeTo enhance the understanding of the moderating influence of different bottom of the pyramid (BOP) income segments on the antecedents of pro-poor innovation acceptance.Design/methodology/approachIn this study, 320 BOP consumers with a range of low-to-moderate literacy and low-income levels were used as a convenience non-probability sample for undertaking quantitative analyses.FindingsOnly the influence of perceived usefulness on intention is moderated by income segments, such that the effect will be stronger for low-income BOP segment. Moreover, the influences of relative advantage, compatibility and observability on intention are moderated by income segments.Practical implicationsThis empirical work has considerable private sector and public policy implications for companies and government designing/selling products for millions of poor people in developing and emerging economies.Originality/valueThis study contributes originally to knowledge in the subject area as there are very few studies that clearly and systematically analyse the key antecedents influencing the adoption intention of pro-poor technological innovations in the BOP market.