{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,10]],"date-time":"2026-04-10T08:32:58Z","timestamp":1775809978515,"version":"3.50.1"},"reference-count":59,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2021,5,17]],"date-time":"2021-05-17T00:00:00Z","timestamp":1621209600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["YC"],"published-print":{"date-parts":[[2021,7,7]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>This study aims to understand why young people are interested in buying frugal innovations.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>Data were collected with a survey administered to 534 university students enrolled in various fields of study (e.g. sciences, technology, economics and fine arts). Using the Tata Nano car as an example of frugal innovation, a model based on the unified theory of acceptance and use of technology was developed using partial least squares structural equation modeling.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The model\u2019s results reveal that effort expectancy, performance expectancy and facilitating conditions are critical factors that explain university students\u2019 intention to buy Tata Nano.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>Although frugal innovations are often introduced first in developing countries, frugal innovations could be highly relevant to users in developed nations as these innovations can provide market opportunities in terms of cost-conscious, relatively low-income and sustainability-conscious consumers.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/yc-10-2020-1223","type":"journal-article","created":{"date-parts":[[2021,5,19]],"date-time":"2021-05-19T14:39:29Z","timestamp":1621435169000},"page":"185-201","source":"Crossref","is-referenced-by-count":7,"title":["Determinants of consumers\u2019 frugal innovation acceptance in a developed country"],"prefix":"10.1108","volume":"22","author":[{"given":"Leonor","family":"Costa","sequence":"first","affiliation":[]},{"given":"Aurora","family":"Teixeira","sequence":"additional","affiliation":[]},{"given":"Ana","family":"Brochado","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2021,5,17]]},"reference":[{"issue":"6","key":"key2021102009555829100_ref001","doi-asserted-by":"crossref","first-page":"541","DOI":"10.1080\/20421338.2014.976974","article-title":"Understanding the diffusion modes of grassroots innovations in India: a study of honey bee network supported innovators","volume":"6","year":"2014","journal-title":"African Journal of Science, Technology, Innovation and Development"},{"key":"key2021102009555829100_ref002","doi-asserted-by":"crossref","first-page":"97","DOI":"10.1016\/j.chb.2016.02.038","article-title":"Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM: an integration of innovation diffusion theory and TAM with trust","volume":"60","year":"2016","journal-title":"Computers in Human Behavior"},{"issue":"1","key":"key2021102009555829100_ref003","doi-asserted-by":"crossref","first-page":"3","DOI":"10.1109\/TEM.2016.2620562","article-title":"A systematic literature review of constraints-based innovations: state of the art and future perspectives","volume":"64","year":"2017","journal-title":"IEEE Transactions on Engineering Management"},{"key":"key2021102009555829100_ref004","doi-asserted-by":"crossref","first-page":"1111","DOI":"10.1016\/j.sbspro.2013.06.208","article-title":"The role of gender in pharmacists attitudes towards E-pharmacy","volume":"83","year":"2013","journal-title":"Procedia - Social and Behavioral Sciences"},{"key":"key2021102009555829100_ref005","first-page":"1","article-title":"A bibliometric map of intellectual communities in frugal innovation literature","year":"2020","journal-title":"IEEE Transactions on Engineering Management"},{"key":"key2021102009555829100_ref006","doi-asserted-by":"crossref","unstructured":"Bhatti, Y. 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