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Projects - dr. PJ (Phil) Flores
My research interests can be summarized in a question: Why do individuals adopt green innovations? In general, I am interested in the diffusion of innovations and examining the motivations of consumers to try, purchase, and continue consuming novel pro-environmental products, such as alternative proteins and shared products. Motivations can be looked at from various perspectives, such as instrumental, pro-environmental, and social motivations. I am also interested in what psychological and socio-demographic characteristics can be linked to green product adoption. My goal is to understand how we can entice and convince more people to use green alternatives and promote new pro-environmental products more effectively.