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Purpose This research aims to delve into the thought-provoking interplay between sustainable technologies, consumer behavior, and the power of social constructs such as sense of belonging and social influence. Design/methodology/approach The authors developed a conceptual research model that integrates key constructs from sense of belonging and social influence. Structural equation modelling (SEM) is used to empirically test the conceptual model using data collected from 132 users in Germany over a 6-month period. Findings The results reveal that socially desirable responses such as praise from others, a sense of prestige, and connectedness with like-minded individuals play a significant role in motivating consumers to engage in the use of sustainable technologies. Originality/value The diffusion of sustainable technologies in the household context is on the rise. For researchers, the study offers insights into the extent to which socially desirable characteristics influence the use of sustainable technologies. Practical implications for product developers, innovators, and marketeers seeking to enhance the acceptability and uptake of sustainable innovations are presented.
Sandhu et al. (Wed,) studied this question.