The discontinuance of low carbon digital products and services

Digital consumer innovations offer low-carbon alternatives to mainstream consumption practices. We address a lack of research on the factors influencing post-adoption decisions discontinuance for this important class innovations. conducted repeat survey with UK consumers (n = 995) in 2019 and 2020 investigate 16 digital products services across mobility, food, homes, energy domains. Our captured temporal changes adoption, personal contextual characteristics, social influences, innovation experiences perceived attributes. also provide unique contribution by assessing impacts Covid-19 processes. results indicate that is associated with: 1) more than products; 2) functional attributes not met experienced attributes; 3) positive influence, including word-of-mouth; 4) network connections other adopters; 5) decline an individual's financial situation. was found be significant factor discontinuance. Findings highlight generalisable insights regarding issues need addressing overcome For example, while promise, continued adoption sensitive their strong performance There sustain market position relative familiar incumbents.