Unveiling the role of peer influence in the adoption of eco-friendly smartphones

Purpose The rapid advancement of technology has led to the proliferation of smartphones, but the environmental impact of their production and disposal has become a growing concern. In recent years, eco-friendly smartphones designed to minimize environmental harm through sustainable materials, energy-efficient processes and recyclability have gained attention. However, the adoption of such devices remains relatively limited. This study aims to investigate the factors influencing consumers’ purchase intention towards eco-friendly smartphones and examines the moderating effect of peer influence on purchase intention. Design/methodology/approach This study considers a descriptive research design. A structured questionnaire was developed after an extensive literature review. A deductive approach was adopted for model building, and the TPB was used as the base model, along with social cognitive theory and social influence theory. As per the suitability of the study, some additional variables, namely environmental concern, purchase intention, subjective norms, perceived behavioural control and social media, along with peer influence (high/low), are considered for the study. Confirmatory factor analysis was used to validate the factors, and SPSS 28.0 and AMOS 28.0 were used to evaluate hypotheses using structural modelling. Findings This study underscores the potential of peer influence to foster widespread adoption of eco-friendly smartphones and to advance environmental sustainability. The results offer valuable insights for marketers seeking to promote sustainable technology and align their offerings with evolving consumer preferences for eco-friendly products. Originality/value The originality of the study lies in its investigation of peer influence as moderating variable that not only affects purchase intention but also modifies the strength of relationships between key psychological and social determinants that include social media, environmental concerns, subjective norms, perceived behavioural control and purchase intention.