In this book a quantitative, dynamic model is developed to explain and
explore the diffusion of green new products in a business-to-business
(B2B) context. Considering the case of emerging bioplastics, this goal
is reached through a mixed-methods design, combining qualitative and
quantitative methods over three phases. After an interview study with
key-value chain actors an experimental vignette technique is applied to
further study relevant factors in the micro (firm) level adoption
process. Integrating the empirical findings, the diffusion model is
developed and simulated at the macro (industry) level using a System
Dynamics (SD) approach. Results explain the underlying dynamics and
critical conditions for adoption to become self-sustaining.