Following the United Nations' Sustainable Development Goals (SDG) recommendations, sustainable technologies are increasingly being introduced as a step toward more sustainable behaviors and efforts against environmental problems. However, a holistic investigation of the main factors influencing its adoption and use is necessary. To this end, this work aims to explain the determinants of sustainable technologies used by consumers. Specifically, we develop a contextualized model that extends the unified theory of acceptance and use of technology 2 (UTAUT2) by leveraging a mixed-methods approach and, therefore, conducting three studies. The so-developed contextualized model of consumer adoption of sustainable technology is tested using 2003 observations from five European countries. Such a sample also provides the opportunity for a cross-country comparison. We found that habit, environmental knowledge, information provision, and innovativeness were significant predictors of sustainable technology use. Additionally, the cross-country comparison revealed that although conclusions are generally consistent across the countries, they differ in some effects, like social influence and price value. Taken together, we thus provide insights into the consumers' motivations to adopt and use sustainable technologies.
Companies increasingly use social media influencers to engage with consumers and to promote their products. However, despite growing research interest in these parasocial relationships, the nature of parasocial engagement has not yet been comprehensively conceptualized. This study integrated previous studies within a parasocial engagement framework with three dimensions: cognitive processing, affection, and behavior. It used a mixed-methods approach: a meta-analysis of 117 studies with a total of 47,647 respondents and an exploratory qualitative study of 25 interviews. Current accounts of parasocial engagement were extended by identifying influencer characteristics (i.e., expertise, trustworthiness, social attractiveness, physical attractiveness, and congruence) as key elements of the construct. The study findings confirmed that the dimensions of parasocial engagement are collectively related to brand associations and purchase intentions, and that the impact of parasocial engagement on purchase intention is dependent on the product characteristics (i.e., involvement and purchase frequency) and the content type (i.e., picture vs. video). Theoretical and managerial implications of these findings are discussed, and an agenda for future research is proposed.