Abstract
This research delves into the underlying drivers propelling the adoption of Eco-Friendly Smart Home Services (ESHS). In an era of growing environmental concerns, adopting ESHS is motivated by pro-environmental beliefs, concerns, and perceived value, yet requires a comprehensive understanding of these factors. Integrating the Value-Belief-Norm Theory and the Theory of Planned Behaviour, this study explores how knowledge and facilitating conditions moderate ESHS adoption intentions. The research uses Structural Equation Modeling to analyze the responses from the 230 respondents. Additionally, to identify critical factors influencing consumer intention to purchase ESHS, Importance-Performance Map Analysis was used. The findings demonstrate that environmental beliefs and concerns significantly impact purchase intention for ESHS, moderated by knowledge and facilitating conditions. The research’s novelty lies in its comprehensive theoretical framework, offering a deeper insight into ESHS user intentions and advocating for the accelerated adoption of smart home technology.
