Contributing to the understanding of drivers for innovation, we report the first study of the value base of consumer innovation. Based on a survey with representative samples across ten European countries (N ≈ 10,000), about 5 per cent of participants are engaged in innovation activities in their leisure time, which is in line with earlier, single-country studies. The study confirms that consumer innovation is significantly related to personal value priorities and as expected, consumer innovators give higher priority to openness-to-change values than non-innovators. More surprisingly, consumer innovators are less motivated by hedonistic goals (fun and enjoyment) and more by concern for other people and society (i.e. self-transcendence values) than non-innovators. This adds an important dimension to existing knowledge and understanding of what motivates consumer innovation, helps differentiate consumer innovators from other consumers, and offers important input to the development of policies for facilitating or supporting consumer innovation.

中文翻译：

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消费者创新者的价值优先

我们报告了对消费者创新价值基础的首次研究，有助于理解创新驱动因素。根据对 10 个欧洲国家（N ≈ 10,000）的代表性样本的调查，大约 5% 的参与者在闲暇时间从事创新活动，这与早期的单一国家研究一致。该研究证实，消费者创新与个人价值优先级显着相关，并且正如预期的那样，消费者创新者比非创新者更重视改变价值观。更令人惊讶的是，与非创新者相比，消费者创新者较少受到享乐主义目标（乐趣和享受）的激励，而更多地关注他人和社会（即自我超越价值观）。