Pathways to Sustainable Consumption Apps Adoption: Extending UTAUT2 With Personal Values and Behaviors

IF 13.3 1区管理学 Q1 BUSINESS

Business Strategy and The Environment Pub Date : 2025-06-15 DOI:10.1002/bse.70005

Giovanna Pegan, Giacomo Marzi, Silvia Ranfagni

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引用次数: 0

Abstract

Sustainable consumption apps (SCAs) support consumer transitions toward responsible purchasing decisions. This study advances understanding of SCAs adoption pathways by developing a comprehensive framework that integrates the Unified Theory of Acceptance and Use of Technology (UTAUT2) with dimensions from the value‐belief‐norm (VBN) theory. Specifically, it examines how different UTAUT2 configurations—enriched with consumer values (green values), contextual beliefs (intrapersonal religious commitment), and behaviors (sustainable consumer behaviors)—shape adoption patterns. An online survey of 1360 Gen Y and Gen Z participants was analyzed using fuzzy‐set qualitative comparative analysis (fsQCA) and necessary condition analysis (NCA). This dual‐method approach reveals generational differences: Gen Z prioritizes usability and engagement, while Gen Y is more influenced by sustainability values and behavioral norms. From a practical perspective, SCAs targeting Gen Z should emphasize user experience, gamification, and affordability through personalized recommendations and rewards. For Gen Y, adoption strategies should focus on facilitating conditions, technical support, and reinforcing environmental values to strengthen engagement. These insights inform targeted SCAs strategies, aligning them with generational preferences to maximize sustainable impact.

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实现可持续消费应用的途径：用个人价值观和行为扩展UTAUT2

可持续消费应用（sca）支持消费者向负责任的购买决策过渡。本研究通过开发一个综合框架，将技术接受与使用统一理论（UTAUT2）与价值-信念-规范（VBN）理论的维度相结合，促进了对sca采用途径的理解。具体来说，它研究了不同的UTAUT2配置——丰富了消费者价值观（绿色价值观）、情境信仰（个人宗教承诺）和行为（可持续消费者行为）——如何塑造采用模式。采用模糊集定性比较分析（fsQCA）和必要条件分析（NCA）对1360名Y世代和Z世代参与者的在线调查进行了分析。这种双重方法揭示了代际差异：Z世代优先考虑可用性和参与度，而Y世代更受可持续性价值观和行为规范的影响。从实际的角度来看，针对Z世代的sca应该通过个性化的推荐和奖励来强调用户体验、游戏化和可负担性。对于Y世代，采用战略应侧重于创造条件、提供技术支持和强化环境价值观，以加强参与。这些见解为有针对性的sca策略提供信息，使其与世代偏好保持一致，以最大化可持续影响。

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来源期刊

Business Strategy and The Environment Multiple-

CiteScore

22.50

自引率

19.40%

发文量

336

期刊介绍： Business Strategy and the Environment (BSE) is a leading academic journal focused on business strategies for improving the natural environment. It publishes peer-reviewed research on various topics such as systems and standards, environmental performance, disclosure, eco-innovation, corporate environmental management tools, organizations and management, supply chains, circular economy, governance, green finance, industry sectors, and responses to climate change and other contemporary environmental issues. The journal aims to provide original contributions that enhance the understanding of sustainability in business. Its target audience includes academics, practitioners, business managers, and consultants. However, BSE does not accept papers on corporate social responsibility (CSR), as this topic is covered by its sibling journal Corporate Social Responsibility and Environmental Management. The journal is indexed in several databases and collections such as ABI/INFORM Collection, Agricultural & Environmental Science Database, BIOBASE, Emerald Management Reviews, GeoArchive, Environment Index, GEOBASE, INSPEC, Technology Collection, and Web of Science.