Exploring determinants of the green smart technology product adoption from a sustainability adapted value-belief-norm perspective

This study proposes a novel theoretical framework to explore the impact of sustainability-adapted value belief-norm factors on green smart technology product adoption using green smartwatches as an example, considering cross-cultural effects in emerging markets. A total of 829 responses were analyzed using the partial least squares structural equation model and multigroup analysis. The results imply the following:1) personal environmental beliefs of sustainability and perceived green value of sustainability (PGV) significantly affect attitude toward green smart technology product (ATT); 2) personal norm of sustainability and PGV significantly affect the subjective norm; 3) ATT and the subjective norm affect green smart technology product adoption intention (SAI); 4) cross-cultural effects moderate the relationships in the two groups; especially, the Chinese group has a stronger relationship between personal environmental beliefs of sustainability and ATT, while the South African group has a stronger relationship between the subjective norm and SAI; and 5) the Chinese group also has a stronger relationship between PGV and ATT with the highest difference between the groups. This study enriches the theories of value-belief-norm and Hofstede's Cultural Framework, and contributes to propose the green smart technology products adoption theoretical framework revealing cross-culture effects with empirical testing in emerging markets. This study also provides references for the corresponding enterprises and other stakeholders for decisions and policy-making. Finally, implications are discussed comprehensively for both research and practice.