Adopting environment friendly technology model for green consumer adoption: is financial access important?

Abstract

The objective of study is to test the role of access to finance between environment friendly technological adoption model for reshaping green consumer adoption pattern. For this, fuzzy-analytic approach is applied on Chinese model. The study findings highlighted that the environment friendly business initiatives must be maintained for longer durations to maintain environmental stability while time-honored techniques of controlling the environment evolve. In China, the technology acceptance model (TAM) in eco-friendly e-commerce increases consumer adoption goals for ecologically responsible items and creates new avenues for securing funding. The theoretical underpinnings of this study come from the fields of rational choice and planned behavior. Fifteen Chinese e-commerce professionals provided information for the research. Pythagorean fuzzy (PAHP) and FTOPSIS techniques are used to predict the results. The research results provide light on how TAM shapes the mindset, values, and goals of eco-conscious online shoppers in China, allowing them to get financial access while also helping to preserve the country's natural resources. Both theoretical and practical suggestions suggested directions to the key stakeholders to obtain financial access so that green consumer adoption may enhance for towards the adoption of environment friendly technology models.