Analysing pro-poor innovation acceptance by income segments

Purpose – To 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/approach – In 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. Findings – Only 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 implications – This 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/value – This 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.