The rich or the poor? Personal resources, do-it-yourself, and innovation in the household sector

Household sector innovation is significant in scale and scope. Thus far, it has been studied in isolation and with mixed evidence regarding the role of personal resources (consumers' income and discretionary time). We recognize that household sector innovation is embedded in the broader phenomenon of do-it-yourself (DIY) by consumers, as the literature reveals conceptual similarities, parallel motivations, and antecedents. The main distinction is that, whereas DIY goods may replicate existing products, household sector innovation is restricted to goods embodying a novel function. We explore if studying household sector innovation and DIY in an integrated framework helps to resolve previous inconsistent evidence on the role of personal resources. Based on a neoclassical model in which agents optimize their time allocation, we hypothesize that income and discretionary time positively relate to their DIY output, but—given that agents develop DIY goods—we hypothesize that income negatively relates to innovation. For discretionary time, we formulate a research question regarding its effect on innovation which we answer empirically. Our findings suggest that consumers with more personal resources derive more process benefits from DIY but that these benefits crowd out individuals' focus on the function of their objects, hence, the likelihood of developing innovations. Survey data from the United Arab Emirates (n = 2728) confirm our suppositions, showing that the relationship between personal resources and household sector innovation is more refined than suggested by previous studies.