A Multilevel Analysis of the Adoption of Sustainable Technology

Jody L. Crosno · Annie Peng Cui

26 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Technology Adoption and User Behaviour Environmental Sustainability in Business Innovation Diffusion and Forecasting

Abstract

Many organizations are developing and/or implementing sustainable technologies to enhance their triple bottom line. Yet research has found that end users are often slow to adopt sustainable technologies. Our research examines the adoption of a new sustainable technology in the live events industry. We employ hierarchical linear modeling to simultaneously examine product factors (e.g., perceived complexity) and relationship factors (e.g., supplier support) that influence buyers' adoption of a new, sustainable technology (paperless ticketing). Our results, which are based on a survey of 313 buyers and 15 sales representatives, identify factors that facilitate and hinder the adoption of sustainable technology.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1988Structural equation modeling in practice: A review and recommended two-step approach.2003Diffusion of innovations.2025Advances in Consumer Research 2001Accounting for common method variance in cross-sectional research designs.1977Attitude-behavior relations: A theoretical analysis and review of empirical research.1983The diffusion of innovations

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2023The Impact of Sustainable Technologies in the Perceived Well-being: The Role of Intrinsic Motivations 2016OEM implementation of supplier-developed component innovations: the role of supplier actions 2019NEW APPROACH TO THE TECHNOLOGICAL ASPECT OF CORPORATE SUSTAINABLE DEVELOPMENT 2025Modeling the enablers for sustainable adoption of water ionizers: an ISM-MICMAC approach

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