An Integrated SEM-ESG Framework for Understanding Consumer’s Green Technology Adoption Behavior

Abstract

The present research investigates the complex dynamics surrounding the adoption of green information technology and environmentally favorable technology solutions through using SEM. Using a comprehensive framework, this study investigates the impact of message content, environmental attitudes, demographics, perceived utility, attitude, and efficacy, as well as the emerging role of environmental, social, and governance (ESG) awareness on behavioral intentions regarding the adoption of green technology. This methodology was applied to Saudi Arabia where there was limited investigated literature that has been researched on this context. The findings emphasize the centrality of message content and demonstrate its significant influence on intention formation. Environmental beliefs and values emerge as significant determinants, highlighting the significance of aligning technology adoption with sustainability objectives. Demographic factors impact the adoption process, but the mediating effects of perceived utility, attitude, and efficacy provide a deeper understanding. Notably, there is positive correlation between ESG awareness and attitudes toward green technology. These results have practical implications for communication and adoption strategies, providing managers and policymakers valuable insights. In an era where digital advancements intersect with environmental responsibility, they also contribute to the broader societal objective of promoting eco-friendly technology options.