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

Giovanna Pegan, Giacomo Marzi and Silvia Ranfagni

Business Strategy and the Environment, 2025, vol. 34, issue 7, 8334-8357

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.

Date: 2025
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