Sustainable Technologies and Sustainable Products

Abstract

Objective: The purpose of this research is to explore the switching intention of consumers from traditional technology and products - to sustainable technology and products while shedding light on important technology and product adoption constructs. Theoretical Framework: This research integrates the theory of UTAUT and consumer self-accountability in order to examine the switching intention of consumers from traditional technology and products - to green, eco-friendly and sustainable technology and products. Method: Convenience sampling and a questionnaire was used to collect data which was analyzed quantitatively with the help of multiple regression run in SPSS. A score of 0.9 in the Cronbach alpha test indicated that the scales and constructs in the questionnaire were valid. Results and Conclusion: The results suggest that self-accountability, performance expectancy, effort expectancy, and social influence significantly and positively impacts the switching intention of consumers towards sustainable technology and sustainable products. Implications of the research: Business and marketers can call attention to self-accountable behavior of people, which can have a positive impact towards the consumption of sustainable technologies and sustainable products. The focus on the performance and the ease of use of the sustainable technologies and sustainable products will help researchers and marketers immensely. Also this paper contributes positively to the societal goals of creating a sustainable economy. Originality/Value: This paper adds value to areas of research such as consumers switching intention, self-accountability, UTAUT, sustainability, environmental conscious consumer behavior, and sustainable consumption and decision making.