Modeling AI Adoption in SMEs for Sustainable Innovation: A PLS-SEM Approach Integrating TAM, UTAUT2, and Contextual Drivers

Raluca-Giorgiana (Chivu) Popa (), Ionuț-Claudiu Popa, David-Florin Ciocodeică and Horia Mihălcescu
Additional contact information
Raluca-Giorgiana (Chivu) Popa: Marketing Faculty, The Bucharest University of Economic Studies, 010404 Bucharest, Romania
Ionuț-Claudiu Popa: Marketing Faculty, The Bucharest University of Economic Studies, 010404 Bucharest, Romania
David-Florin Ciocodeică: Marketing Faculty, The Bucharest University of Economic Studies, 010404 Bucharest, Romania
Horia Mihălcescu: Marketing Faculty, The Bucharest University of Economic Studies, 010404 Bucharest, Romania

Sustainability, 2025, vol. 17, issue 15, 1-17

Abstract: Despite growing interest in AI technologies, there is a lack of integrated models explaining AI adoption in SMEs from a consumer perspective. This study addresses this gap. Although artificial intelligence (AI) has gained traction in digital innovation strategies, especially among SMEs, existing research lacks integrative models that address cognitive, contextual, and emotional factors driving AI adoption. This study addresses this gap by developing a theoretical model based on TAM and UTAUT2, enhanced with passion, workplace integration, and trust. Drawing on the Technology Acceptance Model and consumer trust theories, the study provides empirical insights into how these factors shape behavioral intentions to adopt AI technologies. The findings aim to inform both theory and practice by highlighting how emerging digital tools affect consumer decision making and engagement across personal and professional contexts. The study contributes to both theory and practice by offering empirical evidence on the drivers of AI adoption and by providing managerial recommendations for SMEs to implement AI-driven personalization responsibly.

Keywords: artificial intelligence (AI); sustainable innovation; SMEs (small and medium-sized enterprises); AI adoption; workplace integration; AI personalization; consumer behavior; trust in AI; digital transformation; technology acceptance model (TAM) (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/17/15/6901/pdf (application/pdf)
https://www.mdpi.com/2071-1050/17/15/6901/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:17:y:2025:i:15:p:6901-:d:1712895

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().