Motivation and Barriers to Green Technology Adoption Intentions: A Perspective from Ho Chi Minh City Young Consumers

Abstract

Environmental protection and sustainable development are becoming a top concern globally, especially in the field of green consumption. In this context, green information technology (Green IT) plays an important role in balancing technological progress and environmental protection. However, in Vietnam, empirical studies on green IT adoption intentions are still limited, especially among young consumers. This study aims to explore the motivations and barriers affecting green IT adoption intentions of young consumers in Ho Chi Minh City, using the Theory of Consumer Values (TCV) as the main theoretical framework. Specifically, the study assesses the impact of functional, social, cognitive, emotional, conditional, aesthetic, brand image, and price sensitivity values on green IT adoption intentions. Data were collected through a survey of 315 young consumers and analyzed using structural equation modeling (PLS-SEM). The results showed that brand image value has the strongest impact on green IT adoption intention, followed by emotional, conditional and social values. Meanwhile, functional, aesthetic and cognitive values also have positive effects but to a lesser extent. Notably, price sensitivity does not have a significant impact on green IT adoption intention, indicating that young consumers in Vietnam increasingly prioritize sustainability factors over immediate costs. Based on the research results, the paper proposes some recommendations for businesses and policy makers to promote sustainable consumption through green IT branding, raising environmental awareness and providing appropriate incentives. The study also contributes to the theoretical foundation by extending the application of TCV in the context of green technology consumption in a developing country