Unlocking green technology adoption: exploring influential factors and the moderating influence of environmentally responsible behaviour

Makeel, Rimsha; Syed, Zeeshan Ali; Zhao, Shuliang

Abstract

Purpose:
Prior research has shown the usefulness of the technology acceptance model (TAM) in what drives firms’ green technology adoption; however, it lacks predictions about how external factors dictate expected outcomes. We complement technology acceptance model (TAM) with organisational identity theory and develop a framework to understand how manufacturers’ environmentally responsible behaviour relates to the link between technology acceptance model (TAM) and intention to adopt green technology.

Design/methodology/approach:
Using the cross-sectional design, 540 data from manufacturing firms in Punjab of Pakistan were engaged, which provided useful findings as follows.

Findings:
The results illustrate that perception variables: value, ease of use, and usefulness positively correlate with intention to adopt green technology (IAGT). Environmental responsible behaviour (ERB) insignificantly negatively moderates the link between perceived value and intention to adopt green technology. Environmental responsible behaviour significantly positively moderates (1) perceived ease of use and intention to adopt green technology and (2) insignificantly positively moderates perceived usefulness and intention to adopt green technology.

Practical implications:
Manufacturers’ HR departments should focus on their firms’ external image by appraising their environmentally friendly performance or otherwise to shape firms’ decision makers’ (e.g. the board of directors) perceptions of investing in green technologies.

Originality/value: By merging organisational identity theory with technology acceptance model, we clarify how and when external factors facilitate manufacturers’ perceptions of green technology, stressing the essence of firms’ green image as the locus of change

• Journal Article Type: Article
• Acceptance Date: May 30, 2025
• Online Publication Date: Jun 12, 2025
• Deposit Date: Jun 24, 2025
• Publicly Available Date: Jun 13, 2026
• Journal: Behaviour & Information Technology
• Print ISSN: 0144-929X
• Electronic ISSN: 1362-3001
• Publisher: Taylor and Francis
• Peer Reviewed: Peer Reviewed
• DOI: https://doi.org/10.1080/0144929x.2025.2515450