Characteristics of value in green technology investments

The large potential of bio-energy technologies remains untapped, and awaits exploitation. To compete successfully against rivals, suppliers have to design innovation characteristics of offerings that potential customers can value. The purpose of the study is to address the issue of the characteristics of innovation and thereby contribute to the existing literature in two ways: investigating the existing body of knowledge and examining the perceived characteristics of an innovation to analyze the value for the customer within the context of green investments. The study considers how to classify the perceived adoption criteria according to the innovation characteristics in order to analyze the value for the customer within the context of green technology investment. The results, based on content analysis, indicate that different characteristics seem to have several patterns in assessing the adoption of wood pellet heating systems. Especially, some characteristics of innovation have only limited value in assessing the adoption of a long-term green investment. Further, the findings provide several practical implications of how the value for the customer of green technology investments can be promoted as well as gateways for future studies.