Sustainable practices and acceptance of water ionizers: a structural equation modeling approach

Purpose This study examines and estimates the relationship among identified factors or determinants for the adoption of water ionizers by customers. Design/methodology/approach To this end, the questionnaire is prepared to have the preferences of customers based on the factors or enablers identified for the analysis of customers' perceptions toward the adoption of water ionizers. Recipients are identified to collect their preferences for the factors responsible for the adoption. The convenience sampling method is used in administering the questionnaire for the study. The structural equation modeling (SEM) technique is used to construct the model for defining the relationship between measured and latent variables using the lavaan, haven, psych and semPlot libraries in R software. Findings The study reveals that product features, which include pH value, oxidation-reduction potential (ORP) and micro-clustering (MC), are influenced by environmental sustainability (ES), and as a result, product features and product outcomes (brand value (BV), customer recommendation (CR) and perceived usefulness (PU)) together influence the adoption of water ionizers by customers. Practical implications Water ionizers have appeared as consumer electronic appliances designed to alter the pH and ORP of water through an electrolysis process. There are proven benefits to improved water quality across different pHs for its health benefits (HB) and other commercial and household uses. The study recommends that potential HB perceived through water ionizers and product features, which are supported by ES, and helps customers decide on the adoption of water ionizers. Originality/value The study supports comprehending the relationships between consumer behavior, sustainable practices and innovative technologies like water ionizers as society places a greater emphasis on environmentally conscious living and sustainable living. This study aims to clarify the elements affecting the adoption and perception of water ionizers from a sustainability perspective through an extensive assessment of the literature and empirical analysis.