Squares-based Structural Equation Modeling Research Articles

Mediating role of organizational commitment in learning orientation and performance relationships for cooperatives in Malaysia

This research explores the mediating role of organisational commitment in the relationship between learning orientation and the performance of cooperatives in Malaysia. The study aims to investigate into how learning orientation and organisational commitment interact and collectively influence the performance outcomes of cooperatives. By employing a systematic random sampling technique, data was gathered from 236 small and micro cooperatives across Malaysia. The analysis was conducted using partial least squares-based structural equation modeling (PLS-SEM), a robust statistical method well-suited for examining complex relationships, particularly in studies with relatively small sample sizes. The findings underscore that organisational commitment plays a significant mediating role, enhancing the impact of learning orientation on cooperative performance. This indicates that while a strong learning orientation is essential for cooperative success, its effectiveness is markedly amplified when it is supported by a high level of organisational commitment among members. This suggests that cooperative leaders should prioritize fostering a culture of commitment within their organizations to fully leverage the benefits of a learning-oriented approach. This study contributes to the broader academic discussion by providing empirical evidence from the cooperative sector in a developing country, an area that has been relatively underexplored in previous research. The practical implications are clear where cooperative management should strategically focus on enhancing both learning orientation and organisational commitment to drive better performance outcomes. Moreover, this study sets the stage for future research to investigate these dynamics in various cultural and organisational contexts, thereby broadening the applicability of the findings beyond the Malaysian cooperative sector.

Pengaruh Pertimbangan Pasar Kerja, Kecerdasan Adversitas, Efikasi Diri, dan Nilai Sosial terhadap Minat Menjadi Akuntan Publik

The study aims to identify the influence of job market considerations, adversity intelligence, self-efficacy, and social values ​​on interest in becoming a public accountant. The research population was 226 accredited undergraduate accounting students at state universities in Bali, class of 2020. Data was collected through a survey using probability sampling and simple random sampling techniques with a partial least square-based structural equation modeling (SEM-PLS) approach. The results show the job market considerations, adversity intelligence, self-efficacy, and social values ​​have a significant positive effect on interest in becoming a public accountant. The higher the independent variables, the interest in becoming a public accountant will increase.

Exploring the Impact of Technology Readiness and Innovation Resistance on User Adoption of Autonomous Delivery Vehicles

Advancements in technology have made autonomous delivery vehicles (ADVs) a feasible option for “last-mile” delivery, improving logistic efficiency in the global digital age. The promotion and popularization of ADVs must be based on widespread user acceptance. This study combines the technology readiness theory and innovation resistance theory to construct a research model to explore the key factors influencing users’ use and recommendation of ADVs. We collected 349 valid samples through a questionnaire survey and used partial least squares-based structural equation modeling (PLS-SEM) to validate the model. The results showed that (1) positive technology readiness reduces users’ perceptions of value barrier, tradition barrier, and image barrier, while negative technology readiness increases users’ perceptions of the five categories of innovation barriers: usage barrier, value barrier, risk barrier, tradition barrier, and image barrier; (2) users’ intention to use and recommend ADVs is negatively affected by the usage, value, and tradition barriers; (3) users of different genders have varying perceptions of the relationship between technology readiness, barrier factors, and the decision to use ADVs. This study reveals the influencing factors that hinder users from using and recommending ADVs and their functioning mechanisms from the perspective of barriers and examines the impact of gender differences between males and females. The study enriches the empirical research in ADVs, providing theoretical support and practical guidance for logistics companies and the government to develop autonomous delivery technology and publicize and promote ADVs.

Hedonic consumption of virtual rides entertainment service: a multi-method perspective: SEM and fsQCA

PurposePrior studies have put much emphasis on using the uses and gratification (U&G) theory to find out why people use games, social media, the Internet, e-shopping, etc. Despite past research efforts, the root causes underlying this phenomenon still need to be discovered as to why people use interactive virtual rides (vrides) entertainment services, especially when incorporating the hedonic consumption perspective (i.e. playful-consumption experiences). Considering the knowledge gap in the vrides’ context, this study aims to use the UGT to find out why people use the vrides entertainment service from a hedonic consumption point of view.Design/methodology/approachWith 217 usable responses, the research model was tested using partial least squares-based structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA).FindingsFindings reveal that only perceived enjoyment, arousal and sensory experience derive continuous intention behavior to consume vride entertainment service. Findings using the fsQCA revealed multiple causal configurations for the proposed outcome.Originality/valueThis study contributes to extending the assumption of UGT via incorporating the hedonic consumption perspective to explore the potential motives and intention to consume vrides entertainment services. Our study also discusses the important theoretical/practical implications of our findings. Besides, this study is unique because it shows both symmetrical and asymmetrical connections that help us understand why people keep using vrides entertainment service.

Exploring the nexus between influencers and brand evangelism

PurposeThis study investigates the antecedents that nudge followers of social media (SM) influencers into brand evangelism (BE). In doing so, we study how influencer-related attributes such as their homophily, trust, and popularity impact their followers’ BE. Additional interlinkages pertaining to popularity, content, warmth, and prestige are examined, impacting BE.Design/methodology/approachA cross-sectional survey obtained information about the focal constructs from 206 participants. Quantitative procedures using partial least square-based structural equation modeling were implemented to analyze the collected data and the proposed relationships.FindingsThe findings indicate homophily’s role in influencing trust, content, and prestige. BE is developed through warmth and content, whereas trust and prestige inspire warmth. Further, an influencer’s popularity impacts homophily and content. Lastly, the mediating role of warmth, homophile, trust, exciting content, and prestige advances the understanding of influencers and BE.Research limitations/implicationsWe converge literature from branding, influencer marketing, and social psychology to understand consumers' facets of promoting BE on SM. This work is a primary attempt to interlink and tie these crucial research streams together.Practical implicationsThe study offers managers helpful guidance on strategically assessing influencers' traits to build BE. Additionally, recommendations for tactically assessing and engaging influencers for brands are offered.Originality/valueThis is the first study to identify influencer-related parameters contributing to BE. Secondly, we study unique drivers such as homophily, trust, and warmth, which are important yet remain unexplored as far as BE in influencer marketing is concerned. Furthermore, this study also highlights the mediating role of key constructs that possess a potential to strengthen consumer brand relationships.

Factors influence on consumers purchase intention and purchase decisions of organic food in Indonesia

Background: Organic products in Indonesia represent 0.03% of global demand. Health problems are one of the causes of increasing consumer awareness in the world to maintain health and reduce environmental impact. The organic market is growing, but obstacles awareness still prevents it. The purpose of this research is to examine the influence of health consciousness, perceived quality, and environmental awareness of organic food in Indonesia. Methods: A quantitative method was used and the data acquired through Google form. The research design method by conducting online questionnaires. The questionnaires were distributed online for those who have intention to purchase organic food in Indonesia. The total respondents in this research are 180. The data analysis design used in this research is Partial Least Square-based Structural Equation Modeling (PLS-SEM) using Smart-PLS, starting from the measurement of outer model, inner model, and hypothesis testing. Result: This study has 7 hypotheses and the results showed that health consciousness, perceived quality, directly influencing purchase decision and indirectly mediated by purchase intention. Conclusion: However, environmental awareness has no direct and indirect influence on consumer purchase decisions of organic food in Indonesia. Novelty/Originality of this study: Using the PLS-SEM method, this study provides in-depth insights into how these factors influence purchase intention, while environmental awareness does not show a significant influence.

The impact of willingness to pay, environmental awareness, consumer behavior, consumer attitudes toward purchase decisions on sustainable packaging in Indonesia

Background: Packaging is considered a vital component of the marketing mix. Sustainable Packaging is packaging that is very important to use in Indonesia because of the large amount of environmental damage due to plastic waste and the large amount of plastic waste that we usually find in waterways which causes flooding everywhere. Environmental Awareness is one of the reasons for increasing public awareness to reduce the use of plastic waste and to start switching to sustainable packaging. In Indonesia, they have started to use sustainable packaging, but public awareness is still lacking and sometimes they still like to use plastic. The purpose of this research is to examine the impact of willingness to pay, environmental awareness, consumer behavior, and consumer attitudes toward purchasing decisions on sustainable packaging in Indonesia. Methods: A quantitative method was used as the research design method by conducting online questionnaires. The questionnaires were distributed online for those who have an intention to sustainable packaging in Indonesia. The total respondents in this research are 153. The data analysis design that is used in this research is Partial Least Square-based Structural Equation Modeling (PLS-SEM) using Smart-PLS software 4 starting from the measurement of the outer model, inner model, and hypothesis testing. Findings: This study has 4 hypotheses and the results show that willingness to pay, environmental awareness, consumer behavior, and consumer attitudes directly impact purchase decisions. Conclusion: Willingness to pay and consumer behavior significantly impact purchase decisions regarding sustainable packaging, whereas environmental awareness does not. Novelty/Originality of this Study: This comprehensive examination investigates how willingness to pay, environmental awareness, consumer behavior, and consumer attitudes specifically influence purchase decisions on sustainable packaging within the unique socio-economic and cultural context of Indonesia. By using Partial Least Squares-based Structural Equation Modeling (PLS-SEM), the study provides nuanced insights into the direct impacts of these variables, an area that is relatively unexplored in Indonesian market dynamics.

Risk culture and employee performance for optimal organizational success: the mediating role of employee satisfaction and employee engagement

PurposeThis paper aims to investigate the impact of risk culture on employee performance by exploring the mediating roles of employee satisfaction and employee engagement in the relationship between risk culture and employee performance.Design/methodology/approachThe study employed partial least squares-based structural equation modeling (PLS-SEM) to assess both the direct effects and mediation effects, using a sample of 311 employees from the banking and insurance sectors. In contrast to PLS-SEM, a fuzzy set qualitative comparative analysis (fsQCA) technique was also applied to discern the causal configurations that lead to improved employee performance.FindingsThe findings revealed a significant direct effect of risk culture on employee performance, employee satisfaction and employee engagement. The findings also revealed that employee satisfaction significantly mediated the relationship between risk culture and employee performance, whereas the mediating role of employee engagement is partially significant. The fsQCA findings illustrated that a diverse combination of risk culture dimensions, employee satisfaction and employee engagement can result in enhanced employee performance.Practical implicationsThis study provides important implications for the banking and insurance industries, suggesting that organizations should prioritize the development of a strong risk culture to improve employee-related outcomes such as performance, satisfaction and engagement, which are key factors for achieving optimal organizational success.Originality/valueThe paper specifically highlights the importance of integrating risk culture into human resource management, providing valuable insights for organizations seeking to enhance their risk management practices and culture.

Exploring the impact of goals and motivation on young consumers’ sustainable plastic management behavior using the Theory of Reasoned Goal Pursuit

Despite literature suggesting the importance of goals and motivation in pro-environmental behavior, its implication for predicting consumers’ sustainable plastic management behavior (SPMB) is limited. This paper adopted the Theory of Reasoned Goal Pursuit (TRGP) to predict young consumers’ SPMB, which includes plastic consumption reduction and proper disposal of plastic waste. Data was collected by surveying 336 respondents from a developing country - Bangladesh. Partial least square-based structural equation modeling (PLS-SEM) was used to analyze data. The result shows a significant impact of active procurement and approval goals on attitude and subjective norms, respectively, that lead to the formation of motivation. Furthermore, it was found that individuals’ motivation significantly impacts their intention, eventually leading to pro-environmental behavior (i.e., SPMB). This research contributes by providing deeper insight into the underlying mechanism of how the active procurement goal (i.e., pro-environmental goals), active approval goal, and motivation interact with other factors to reshape individuals’ SPMB. In addition, this paper provides further evidence on the implication of TRGP in habitual type pro-environmental behavior context. Finally, this paper offers solid suggestions for practitioners to promote circular economy practices at the consumer level to fight against plastic pollution.

Bridging the Gap: Exploring the Impact of Human Capital Management on Employee Performance through Work Engagement

The aim of this study was to suggest and test a research model that examines whether work engagement mediates the effect of human capital management practices (HCMPs) on employee performance. These relationships were assessed through the Smart PLS 4 (Partial Least Square) software using Partial Least Square-based Structural Equation Modelling (PLS-SEM). Data were elicited from full-time hotel employees and their managers in South Africa. Based on the PLS-SEM results, work engagement was identified as a mediator of the effects of HCMPs on employee performance. Specifically, HCMPs, manifested by training, career opportunities, and rewards, improve work engagement, triggering employee tasks, and adaptive and creative performance. Additionally, work engagement had a positive influence on task performance, adaptive performance, and contextual performance. This research contributes by empirically testing work engagement as a full mediator in the relationship between HCMPs and employee performance, offering insights into the crucial role of HCMPs in fostering employee engagement and performance within the hospitality industry. Implications of the results are discussed, and directions for future research are presented.

Why do people purchase plant-based meat products from retail stores? Examining consumer preferences, motivations and drivers

Plant-based meats (PBMs) are being projected as novel and sustainable alternative protein sources amid rising ecological and health issues associated with traditional meat production and consumption. Notably, the plant-based meat retail market is at its nascence stage, and there remains a dire need to comprehend the meat-eater's perceived green values, attitudes, and intentions towards PBM for its commercial success. To discern the complex psychological mechanism of meat eaters' perceptions toward PBM, the current study aims to extend and integrate the theory of consumption values (TCV) and the theory of value-attitude-behavior (VAB) in the PBM context. Partial least square-based structural equation modelling was used to analyze cross-sectional data collected from a sample comprising 458 meat eaters approached through the mall intercept technique. Consumers' green perceived values (GPV) emerged as a vital background factor in influencing consumers' involvement and attitude towards PBMs. Also, consumers' involvement showed a significant partial mediating effect between their GPV and attitude towards PBM. Further, consumers' attitudes towards PBM displayed a relatively substantial positive impact on addition intention compared to replacement intention. This study provides retailers with a nuanced understanding of the value proposition of PBMs through the lens of green consumption values, which may facilitate the value-based positioning of PBM products. Further, it may help policymakers project PBMs as a novel alternative to traditional meat, which can potentially address consumers' ecological (e.g., carbon emissions, excessive land and water usage) and health concerns associated with conventional meat production and consumption.

COVID again? Health workers’ burnout and turnover intentions: possible impacts of coronavirus-induced anxiety and first-level servant leaders

PurposeBuilding on social exchange and leader-member exchange theories, this paper aims to propose a model of the impact of coronavirus-induced anxiety on health-care professionals’ burnout and turnover intention through the mediation role of servant leadership.Design/methodology/approachThis model was examined by adopting partial least square-based structural equation modeling using data collected from 271 health professionals (doctors, nurses, midwives and analysts) from Turkey.FindingsThe findings of the research illustrate that coronavirus-induced anxiety is positively associated with burnout and turnover intention. Furthermore, servant leadership mediates the relationship between coronavirus-induced anxiety, burnout and turnover intention. Yet, according to factor loadings, the mediating role of servant leadership is not strong (β : 0.035 and 0.053, respectively).Research limitations/implicationsFirst, this study targeted the health-care professionals from Turkey. Therefore, this population may not be able to provide general information on the topic. Thus, this study suggests that the subject be addressed in other populations as well. Second, the data were self-reported by the participants. Although common method bias and social desirability bias were not an issue in this study, it should be known that the results are based on the subjective judgments of the participants. Third, this study was limited to investigating the mediating role of servant leadership only.Practical implicationsThis study gives much beneficial information to both administrators and organizations by mirroring highly stressed workers’ inside throughout statistically results. Hence, it is assumed that the findings will help leaders to cope with several difficult situations, especially in crisis moments. As the chaotic circumstances occurred, achieving organizational goals became more and more difficult. To do this, some leaders play critical roles for members like servant leaders by contributing uniquely spiritual dimensions.Social implicationsStruggling with the COVID-19 pandemic has aggravated the health-care professionals’ existing mental health and has loaded more agitation on them. According to Mozes (2021), suicide cases among nurses have doubled the number of women in the general population. Thus, leaders should do something to lower those ratios. This study points out that servant leaders could break down those unwanted issues by decreasing burnout and turnover intention rates of health workers. Barbuto and Wheeler (2006) highlighted this situation by creating a dimension called “The Natural Desire to Serve Others.”Originality/valueTo the best of the authors’ knowledge, to date, this study is the first to examine the mediating role of servant leadership in the effect of coronavirus-induced anxiety on burnout and turnover intention. Furthermore, this research reveals that servant leadership may play a role in avoiding burnout and turnover intention in the health sector.

An examination of corporate citizenship on customer loyalty in the banking industry: a PLS-SEM analysis

PurposeThis research aims to address the need for a more in-depth empirical investigation of exploring the link between the adoption of corporate citizenship (CC) practices and different aspects of customer behavior in a developing country. Also, it develops a research framework and assesses the mediating role of brand image, brand love, brand reputation and brand trust between customer perceptions of CC and customer loyalty.Design/methodology/approachWorking with a sample of 290 private bank customers in Iran, partial least square-based structural equation modeling is used to test the conceptual model.FindingsThe findings reveal significant and positive relationships between CC, brand image, love and reputation. Indirectly and in the relationship between CC and customer loyalty, there are significant relationships through the serial roles of image-reputation, image-love and image-trust. Most importantly, the findings add value to the current knowledge by exploring the mediating effect of brand image, love, reputation and trust between CC and customer loyalty. Finally, this study has resulted in an updated prediction model of private banking customer loyalty.Originality/valueThis study makes a unique theoretical contribution to the literature by evaluating and comparing the mediating role of image, love, reputation and brand trust between CC and customer loyalty using the hierarchy of effects model.

Impact of internal identity asymmetry on employee's behaviors and feelings: A mediating role of psychological distress

Individuals may experience internal identity asymmetry when they feel misidentified and believe their colleagues do not recognize their work-related identities. This research examines the impact of internal identity asymmetry on their behavior and emotional outcomes at the workplace in Pakistan. Data was collected through a survey and received responses from 393 participants at different levels of management in various sectors of Pakistan. A partial least square-based structural equation modeling technique has been used to validate the proposed research model and develop hypotheses. The findings indicate that psychological distress has a positive indirect effect on both outcomes, such as individual work performance and well-being during personal and professional base asymmetries time. The result indicates that employees face psychological distress while experiencing internal identity asymmetries, which may decrease the performance and well-being of the employees. Findings highlight the importance of coping strategies in improving the performance and well-being of employees. Managers can be supportive in maintaining a positive workplace environment where individuals can have a more accurate self-perception and a better understanding of their colleagues' perspectives. This, in turn, enables them to adopt appropriate coping strategies to enhance both performance and well-being.

Predicting Eco-labeled Product Buying Behavior in an Emerging Economy through an Extension of Theory of Planned Behavior

Purpose: This research attempts to explore the determinants of eco-labeled product buying behavior by extending the theory of planned behavior (TPB). Theoretical framework: To build a comprehensive predicting model, environmental knowledge, perceived value, environmental concern, product knowledge, self-efficacy, consumer guilt, and eco-labeling are added to the traditional TPB. Method: The proposed conceptual model was tested by conducting a questionnaire survey on consumers in an emerging economy. The partial least square-based structural equation modeling was used to analyze the data. Results and conclusion: The results showed that product knowledge moderates the relationship between subjective norms and eco-labeled product buying intention. The results also reveal that attitude, perceived behavioral control, and subjective norm mediate the association between environmental concern and eco-labeled product buying intention. In addition to TPB constructs, consumer guilt, eco-labeling, perceived value, self-efficacy, and environmental knowledge significantly affect buying intention. Originality/value: The current research addresses the research gap by empirically examining the in-depth effects, and the underlying mechanism of eco-label informed green purchase and its acceptance in Malaysian perspectives.

Country image and medical tourist’s trust impact on intention to revisit India

Purpose This study aims to investigate the influence of cognitive and affective trust on the revisit intention of medical tourists to a developing country like India, focusing on the role of country image as a moderator. Design/methodology/approach This study used partial least square-based structural equation modelling to test the hypotheses using data from 297 medical tourists visiting India from abroad for treatment. Findings The findings of this study confirmed that all the dimensions of cognitive trust, namely, perceived expertise, performance and reputation of the health-care service providers, have a positive and significant impact on the revisit intention of medical tourists to India. In contrast, none of the two dimensions of affective trust have a significant effect on the revisit intention of medical tourists to India. This study also confirmed that country image significantly moderates the relationship between performance dimensions of cognitive trust and medical tourists’ revisit intention to India. Originality/value The study’s findings have significant theoretical and managerial implications as they explore the effect of cognitive and affective trust on medical tourists’ the revisit intention to visit an emerging economy, considering the country’s image as a moderator.

Decent Work, Employee Satisfaction, and the Mediating Role of Social Courage in Reducing Turnover

This study investigates the relationships between decent work, job satisfaction, workplace social courage, and intent to quit among job and career counselors in Turkiye’s IT sector employment agency. The research data was obtained from 408 job and career counselors at an IT sector employment agency in Turkiye. Partial least squares-based structural equation modeling was used to test the hypothesized relationships. The study findings reveal a significant positive influence of decent work on job satisfaction. In contrast, job satisfaction is associated with a notable decrease in the likelihood of employees intending to quit their positions. Additionally, workplace social courage is crucial in reducing intent to quit. Furthermore, our research underscores the mediating roles of job satisfaction and workplace social courage in explaining the relationship between decent work and intent to quit. Intriguingly, it is noteworthy that higher levels of workplace social courage are unexpectedly linked to an increased intention to quit. Conversely, heightened job satisfaction is associated with an augmentation in workplace social courage. These findings carry substantial theoretical and practical implications, offering valuable insights into the intricate dynamics of decent work, job satisfaction, and social courage within the workplace context. These insights can contribute to avoiding intent to quit and minimizing turnover rates. Job satisfaction and social courage are two edge swords that organizations must cautiously follow up. This study emphasizes the significance of establishing a secure and nurturing work environment that fosters decent work, job satisfaction, and social courage.

The mediating role of perceived competitive advantage on the relationships between green supply chain management practices and operational performance: evidence from Bangladeshi manufacturing firms

Purpose Effective green supply chain management (GSCM) has become a potentially valuable tool of securing competitive advantage and improving operational performance (OP) as competition is no longer exists between the firms but within green supply chains. The aim of this empirical study is to determine the link between GSCM practices (GSCMPs) and OP within the manufacturing sector of Bangladesh mediated by perceived competitive advantage (PCA). GSCMPs were divided into three further dimensions: green eco-design (GED), green supply chain partnering (GSCP) and internal green orientation (IGO).Design/methodology/approach The study selected 376 individuals as respondents who work as the top-level managers and the members of the Board of Directors at different Bangladeshi manufacturing firms through purposive sampling. A partial least square-based structural equation modeling (PLS-SEM) was utilized to identify the relationships between the three dimensions of, GSCMPs, and the single dependent variable, OP.Findings The study identified that two factors, GED and GSCP, have significant positive relationships with OP. On the other hand, another factor, IGO has a statistically insignificant relationship with OP. Regarding the mediating effects, the study identified that PCA can fully mediate the insignificant relationship between IGO and OP, and partially mediate the significant relationship between GSCP and OP. On the contrary, PCA has no mediating effect on the relationship between GED and OP.Originality/value This empirical study is an effort that examined the role of GSCMPs on the OP in the Bangladeshi manufacturing context. It is believed that this empirical investigation will prompt future theoretical studies and empirical experiments to enrich academia. Further, the findings of this study can serve as foundational guidance for policymakers and/or managers studying the formulation and implementation of GSCMP-related policies and strategies.

Examining the moderating effect of host country image on the relationship between tourists’ motivation and their intention to visit mega sporting events in India

This study uses the self-determination theory of motivation to examine the impact of tourists’ motivations on their intention to attend mega sporting events held in a developing nation such as India. The present study utilized partial least square-based structural equation modeling to examine the proposed hypotheses. The data for this study were collected from a sample of 348 international visitors who visited India in January 2023 to attend the fifteenth edition of the Hockey World Cup. The results of this study have validated that the two elements of extrinsic motivation, specifically perceived benefit and perceived risk, exert a substantial influence on visitors’ propensity to visit India. Similarly, the intrinsic travel motivation elements of cultural experience and self-accomplishment are found to positively influence the visit intention of international tourists seeking to partake in the Hockey World Cup in India. On the other hand, the cosmopolitanism dimension of intrinsic drive does not have a statistically significant impact on the intention of these tourists to visit India. This study additionally verified that the perception of a country strongly influences the relationship between extrinsic and intrinsic motivational factors and the tourist’s intention to visit India.

Women’s adoption of wearable health-monitoring technology: empirical evidence from a least developed country

PurposeAlthough wearable health-monitoring technology (WHMT) has become a stimulus for public health, women’s acceptance rate of this technology appears to be low. Thus, this study intends to investigate the factors affecting women’s adoption of WHMT.Design/methodology/approachThe unified theory of acceptance and use of technology–2 model has been used in this study as a research framework that has been extended to include lifestyle and attitude. The proposed extended framework is validated using primary data (n = 314) collected from female respondents using a structured questionnaire; the partial least square-based structural equation modeling technique is subsequently used to test the proposed hypothesis.FindingsThe results show that effort expectancy, social influence, price value, habit, attitude and lifestyle have significant positive effects on women’s behavioral intention to use WHMT and accelerate actual usage behavior. Notably, effort expectancy and habit exhibit the largest impact on behavioral intention. However, performance expectancy, facilitating conditions and hedonic motivation are not significantly associated with behavioral intentions.Practical implicationsThe findings of this study are important for healthcare practitioners and service providers to comprehensively understand the factors that affect women’s behavioral intentions in line with their actual usage behavior. This insight will help policymakers design viable strategies regarding WHMT to promote its sustainable usage in least developed countries.Originality/valueThis study contributes novelty by using an extended model that links women’s attitudes and lifestyles to their adoption of WHMT. This study also fills the gaps in the existing literature on women’s behavioral intentions in the context of WHMT by showing novel associations in the domain of WHMT uptake.